|
|
Modern Marketing 2025
虚拟混搭试装对线上销售的影响研究
|
Abstract:
随着电商零售市场的迅速发展，新的信息交互技术不断诞生。如2D图片展示、混搭试衣、3D虚拟试衣等技术的应用都为消费者在线购物提供了更多的产品信息和更加丰富的感知体验。已有的研究认为，信息交互技术的使用能够影响消费者态度，促进线上销售。本文通过分析一个服装零售品牌的虚拟混搭试装效果，发现虚拟混搭试装功能的应用可以提高服装产品的线上销量。研究结果为时尚品牌提供了线上零售的营销思路，也为日后对更复杂的信息交互技术的研究提供了参考。
With the rapid development of e-commerce retail market, new information interaction technologies are born constantly. For example, applications such as 2D picture display, mix-and-match, and 3D virtual fitting all provide consumers with more product information and perceptual experience for online shopping. Existing research believes that the use of information interaction technology can promote online sales. Through analyzing the effectiveness of virtual mix-and-match trial on an apparel brand’s online sales, we found that virtual mix-and-match trial increased products’ online sales. This study provides implications for fashion retailers, and guidelines future research on more advanced information interaction technology.
| [1] | Ayush, K., Jandial, S., Chopra, A., Hemani, M. and Krishnamurthy, B. (2019) Robust Cloth Warping via Multi-Scale Patch Adversarial Loss for Virtual Try-On Framework. 2019 IEEE/CVF International Conference on Computer Vision Workshop (ICCVW), Seoul, 27-28 October 2019, 1279-1281. https://doi.org/10.1109/iccvw.2019.00161 |
| [2] | 郭燕, 吴价宝, 王崇, 等. 多渠道零售环境下消费者渠道选择意愿形成机理研究——产品类别特征的调节作用[J]. 中国管理科学, 2018, 26(9): 158-169. |
| [3] | Yu, U., Lee, H. and Damhorst, M.L. (2012) Exploring Multidimensions of Product Performance Risk in the Online Apparel Shopping Context: Visual, Tactile, and Trial Risks. Clothing and Textiles Research Journal, 30, 251-266. https://doi.org/10.1177/0887302x12462059 |
| [4] | 王梦颖, 余晨苗, 方方. 三维虚拟试衣的消费认知与功能需求[J]. 毛纺科技, 2017, 45(11): 78-83. |
| [5] | Kim, J. and Forsythe, S. (2009) Adoption of Sensory Enabling Technology for Online Apparel Shopping. European Journal of Marketing, 43, 1101-1120. https://doi.org/10.1108/03090560910976384 |
| [6] | Kim, J. and Forsythe, S. (2008) Adoption of Virtual Try-On Technology for Online Apparel Shopping. Journal of Interactive Marketing, 22, 45-59. https://doi.org/10.1002/dir.20113 |
| [7] | 叶晶, 郭香梅. 基于技术接受模型的虚拟试衣使用意愿研究[J]. 丝绸, 2021, 58(3): 58-64. |
| [8] | Margulis, A., Boeck, H. and Laroche, M. (2020) Connecting with Consumers Using Ubiquitous Technology: A New Model to Forecast Consumer Reaction. Journal of Business Research, 121, 448-460. https://doi.org/10.1016/j.jbusres.2019.04.019 |
| [9] | Papahristou, E. and Bilalis, N. (2017) 3D Virtual Prototyping Traces New Avenues for Fashion Design and Product Development: A Qualitative Study. Journal of Textile Science & Engineering, 7, 1-6. |
| [10] | Merle, A., Senecal, S. and St-Onge, A. (2012) Whether and How Virtual Try-On Influences Consumer Responses to an Apparel Web Site. International Journal of Electronic Commerce, 16, 41-64. https://doi.org/10.2753/jec1086-4415160302 |
| [11] | Zhang, T., Wang, W.Y.C., Cao, L. and Wang, Y. (2019) The Role of Virtual Try-On Technology in Online Purchase Decision from Consumers’ Aspect. Internet Research, 29, 529-551. https://doi.org/10.1108/intr-12-2017-0540 |
| [12] | Klein, L.R. (1998) Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods. Journal of Business Research, 41, 195-203. https://doi.org/10.1016/s0148-2963(97)00062-3 |
| [13] | Li, H., Daugherty, T. and Biocca, F. (2003) The Role of Virtual Experience in Consumer Learning. Journal of Consumer Psychology, 13, 395-407. https://doi.org/10.1207/s15327663jcp1304_07 |
| [14] | Park, J., Stoel, L. and Lennon, S.J. (2008) Cognitive, Affective and Conative Responses to Visual Simulation: The Effects of Rotation in Online Product Presentation. Journal of Consumer Behaviour, 7, 72-87. https://doi.org/10.1002/cb.237 |
| [15] | Beck, M. and Crié, D. (2018) I Virtually Try It … I Want It! Virtual Fitting Room: A Tool to Increase On-Line and Off-Line Exploratory Behavior, Patronage and Purchase Intentions. Journal of Retailing and Consumer Services, 40, 279-286. https://doi.org/10.1016/j.jretconser.2016.08.006 |
| [16] | Li, H., Daugherty, T. and Biocca, F. (2001) Characteristics of Virtual Experience in Electronic Commerce: A Protocol Analysis. Journal of Interactive Marketing, 15, 13-30. https://doi.org/10.1002/dir.1013 |
| [17] | Fiore, A.M. and Jin, H. (2003) Influence of Image Interactivity on Approach Responses Towards an Online Retailer. Internet Research, 13, 38-48. https://doi.org/10.1108/10662240310458369 |
