Moderating effects of trait curiosity and self-efficacy in the effect of the online virtual booth on specific curiosity and behavioral intention

This research contributes to our understanding of the effects of an online virtual fitting room (VFR) on specific (situational) curiosity and consumer behavioral intentions by highlighting the moderating effects of trait curiosity – the tendency to be naturally curious – and self-efficacy. The experiment shows that individuals with a high level of curiosity are more likely to buy in-store in the case of a traditional website experience versus the VFR. No difference is noted for less curious individuals. At the same time, highly inquisitive individuals who perceive themselves as having low efficacy for the task have weaker intentions to buy on the website, while those with high perceived self-efficacy have stronger intentions to do so. The results highlight the relevance of trait curiosity and the importance of defining it more precisely in marketing, along with self-efficacy.