Unveiling product imagination and decision comfort through personalized virtual try-on: the moderating role of spatial processing perception

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2024-08-20 DOI:10.1108/jrim-01-2024-0015

Seeun Kim, Hyejune Park, Rachel Esther Lim

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引用次数: 0

Abstract

Purpose

This study explored the influence of personalized virtual try-on (PVTO) technology on consumer behavior in the apparel industry, focusing on decision comfort. It investigated how individuals’ spatial processing perception acts as a moderator in this context. Additionally, it examined the ease with which individuals imagine a product within the framework of this psychological mechanism.

Design/methodology/approach

Two experimental studies were conducted to evaluate the effects of PVTO technology on consumer decision comfort, with spatial processing perception as a moderating variable. The first experiment (n = 252) explored the impact of PVTO on decision comfort using photo-based simulations across various apparel items. The second experiment (n = 125) further examined these effects using measurement-based PVTO technologies to provide a deeper understanding of the role of spatial processing. Both studies employed a between-subjects design to isolate the influence of PVTO technology from other variables, ensuring a focused analysis of its effects on consumer behavior.

Findings

The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the interactive effect between PVTO and spatial perception on decision comfort, demonstrating its pivotal role in online apparel shopping.

Originality/value

The findings indicated that the effects of PVTO are stronger for consumers with lower spatial perception abilities. Ease of imagining a product was identified as a mediator in the relationship between PVTO and decision comfort, demonstrating its pivotal role in online apparel shopping.

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通过个性化虚拟试穿揭示产品想象力和决策舒适度：空间处理感知的调节作用

目的本研究探讨了个性化虚拟试穿（PVTO）技术对服装行业消费者行为的影响，重点关注决策舒适度。研究调查了个人的空间处理感知如何在这种情况下起到调节作用。设计/方法/途径进行了两项实验研究，以空间处理感知作为调节变量，评估个性化定制服装技术对消费者决策舒适度的影响。第一项实验（n = 252）使用基于照片的各种服装模拟，探讨了 PVTO 对决策舒适度的影响。第二项实验（n = 125）使用基于测量的 PVTO 技术进一步研究了这些影响，以便更深入地了解空间处理的作用。这两项研究都采用了主体间设计，以将 PVTO 技术的影响与其他变量隔离开来，确保集中分析其对消费者行为的影响。在 PVTO 和空间感知对决策舒适度的交互效应中，产品的易想象性被认为是一个中介因素，这表明了它在网上服装购物中的关键作用。在 PVTO 与决策舒适度之间的关系中，想象产品的难易程度被认为是一个中介因素，这表明它在网上服装购物中起着举足轻重的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.