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1 – 10 of over 1000
Article
Publication date: 2 March 2015

Zhi-Hua Hu, Chen Wei and Xiao-Kun Yu

The purpose of this paper is to study the problem of a routing problem with uncertain try-on service time (VRPUS) for apparel distribution, and to devise solution strategies…

Abstract

Purpose

The purpose of this paper is to study the problem of a routing problem with uncertain try-on service time (VRPUS) for apparel distribution, and to devise solution strategies coping with the uncertainty by an evolutionary algorithm. VRPUS belongs to the category of practical routing models integrated with uncertain service times. However, in the background of apparel distribution, it has distinct features. The try-on service will improve the customer satisfaction by providing experiences to customers; the return cost is saved; the customer loyalty is improved for experiencing face-to-face try-on services. However, the uncertainty of try-on service time makes the apparel distribution process uncertain and incurs additional risk management cost, such that the logistics companies should optimally make decisions on the choice of the service and the service processes.

Design/methodology/approach

This paper devised a mixed-integer programming (MIP) model for the base vehicle routing problem (VRP) and then it is extended to support the solution strategies for uncertain try-on times. A try-on time estimation parameter and a time reservation parameter are used to cope with the uncertain try-on time, and the try-on rejection strategy is applied when the uncertain try-on time is realized at customer and no surplus time can be used for try-on service besides distributing to remainder customers. Due to the computational complexity of VRPUS, an evolutionary algorithm is designed for solving it. These parameters and strategy options are designed for the operational decisions by logistics companies. Finally, a decision support system (DSS) is designed.

Findings

Five experimental scenarios are performed to reveal the impacts of parameters and solution strategies coping with uncertain try-on time on the distribution cost, return cost, and the try-on service failure. The tuning methods are designed to assist the decisions by logistics companies.

Originality/value

A new routing problem is addressed for apparel distribution in fashion industry especially in the context of booming apparel e-commerce, which is a VRP with uncertain try-on service time for apparel distribution; three strategies are developed to cope with the try-on time uncertainty. The proposed method is also a theoretical base for designing a practical DSS for logistics companies to provide try-on service to customers.

Details

International Journal of Clothing Science and Technology, vol. 27 no. 1
Type: Research Article
ISSN: 0955-6222

Keywords

Article
Publication date: 13 November 2019

Tseng-Lung Huang, Shane Mathews and Cindy Yunhsin Chou

The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an…

3722

Abstract

Purpose

The purpose of this study is to draws on self-determination and self-evaluation theories to examine the psychological factors impacted by augmented reality (AR) services, an augmented reality try-on system. This study highlights three characteristics of modality, synchronous sense or ownership and re-processability within an AR try-on experiences as well as the moderating effects of consumers’ body surveillance and fashion consciousness.

Design/methodology/approach

Using a scenario survey approach, this study designs characteristics of an AR try-on system to examine the research model and the hypotheses. A total of 207 responses are collected and analysed using the SmartPLS 3 statistical software.

Findings

The results show that modality, synchronous sense of ownership control and re-processability of AR try-on system positively affect consumer’s rapport experience. Both body surveillance and fashion consciousness significantly moderate the effects of AR try-on service system characteristics on consumer rapport experience.

Research limitations/implications

This study highlights the importance of understanding the implications of the evolution of cyborg consumerism where consumer technology interface systems such as AR, as a source of technologically mediated modality, become part of the consumer’s body, an extension of their body if you will.

Practical implications

Based on the study findings, marketing managers can understand how to better use AR to implement digital promotional strategies for various body-involvement products.

Originality/value

Using immersive technologies, this study shows that AR allows a consumer see an authentic self and tangible extension of their physical self in an online shopping setting, thus enhancing a consumer’s online shopping experience.

Article
Publication date: 13 November 2019

Hyo Kyung Song, Eunsoo Baek and Ho Jung Choo

The purpose of this paper is to understand how augmented reality (AR) try-on experiences facilitate consumers’ shopping decision. Focusing on the immersion and psychological…

3603

Abstract

Purpose

The purpose of this paper is to understand how augmented reality (AR) try-on experiences facilitate consumers’ shopping decision. Focusing on the immersion and psychological ownership, the study investigated how the properties of AR experiences (environmental embedding (EE) and simulated physical control (SPC)) affect decision comfort.

Design/methodology/approach

This research theoretically and empirically analyzes how each property of AR experiences affects consequential psychological states and then further increases decision comfort by employing an existing AR try-on mobile application. A total of 99 valid responses were used for the partial least square structural equation modeling analysis. One’s prior AR try-on experience was predicted as a moderator and analyzed using SPSS-based PROCESS macro.

Findings

The results demonstrated that EE and SPC evoke immersion and the feeling of ownership of a virtual product, which increased decision comfort. The moderating effect of one’s prior AR try-on experience showed that the impact of EE and SPC on immersion was attenuated for those with prior experience. Further, immersion mediated the effect of EE but SPC on the feeling of ownership, which corroborated the direct effect of SPC on the feeling of ownership.

Practical implications

Firms must consider technological and user-experience features that can induce users to perceive high levels of AR characteristics such as EE and SPC. Practitioners should develop realistic content that can correctly place virtual products on users to enhance EE. Including more interactive features is encouraged to provide users with a feeling of control toward the virtual product that directly leads to ownership and positively affects decision making. Further, practitioners need to be cautious about consumers getting used to the new technology; retailers and marketers need to focus on creating new and innovative content to continually engage customers.

Originality/value

This study adopted EE and SPC to determine how each property of AR experience forms the consequential psychological states, particularly depending on one’s prior experience. Methodologically, the study provided external validity in conducting an experiment by adopting an existing AR mobile application available in the market and employing an objective measure of respondents (e.g. prior AR try-on experience).

Article
Publication date: 2 June 2022

Qianling Jiang, Chao Gu, Yan Feng, Wei Wei and Wang-Chin Tsai

Mobile e-commerce has brought convenience to consumers. But for goods such as shoes, mobile e-commerce has failed to provide the same experience as consumers would have in…

1043

Abstract

Purpose

Mobile e-commerce has brought convenience to consumers. But for goods such as shoes, mobile e-commerce has failed to provide the same experience as consumers would have in physical stores, and that also causes problems for online merchants, such as high return rates. As a result, the augmented reality (AR) virtual shoe-try-on function appeared. The way that AR virtual shoe-try-on study different from other AR virtual try-on studies is that AR virtual shoe-try-on study only satisfies consumers' visual experience and consumers cannot judge whether the shoes are comfort or not. Whether consumers would accept AR virtual try-on function to help them make purchase decision due to the visual experience provided by AR virtual try-on function is worth discussion. Measuring users' perceptions and preferences can help companies design AR shoe-trying functions and provide services more cost-effectively.

Design/methodology/approach

To promote the continuous use and better development of such mobile e-commerce based on the technology acceptance model (TAM), this study explored the influencing factors for users' intentions to continue using the AR virtual shoe-try-on function, including the perceived usefulness, perceived ease of use, system quality, perceived playfulness and attitude.

Findings

The results of this study showed that TAM is a powerful theoretical tool of the new technology in mobile e-commerce and that the system quality and perceived playfulness also have a positive impact on the original variables of TAM. System quality and perceived playfulness are important predictors of users' continuance intentions to use the AR virtual shoe-try-on function.

Originality/value

The main contribution of this study to model iteration and theoretical update is to verify the applicability of the TAM in the AR shoe-try-on function and to expand TAM model with system quality and perceived playfulness. The authors' results will help shoe enterprises win users' recognition through AR shoe-try-on function and improve users' continuance intention of use.

Details

Kybernetes, vol. 52 no. 10
Type: Research Article
ISSN: 0368-492X

Keywords

Article
Publication date: 7 December 2021

Sonja Christ-Brendemühl and Mario Schaarschmidt

An increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such…

1370

Abstract

Purpose

An increasing number of retailers is trying to stimulate customers by embedding augmented reality (AR) features such as video try-on into the online shopping experience. As such AR-based online services require customers to actively participate in the service provision, this paper aims at investigating fairness perceptions and customer responses associated with AR-enabled customer participation.

Design/methodology/approach

The conceptual framework of this study is based on equity theory. To compare customer responses after an in-store service encounter as opposed to AR-enabled customer participation involving video try-on, this study contains a between-subject online experiment. The effective sample comprises N = 215 participants.

Findings

The data analysis demonstrates that AR-enabled customer participation leads to significantly lower levels of distributive, procedural and price fairness as well as lower engagement intentions than in-store service encounters. Simultaneously, participants in the video try-on scenario report higher negative word-of-mouth (WOM) intentions than in the in-store scenario.

Research limitations/implications

The extra mile customers go when using AR-based online services is reflected in less favorable fairness evaluations.

Practical implications

Service managers should design AR applications in a manner that requires minimum customer participation.

Originality/value

This study contributes to service research by linking AR-enabled customer participation to evaluations of distributive, procedural and price fairness and their outcomes. This is vital to fully exploit the potential of AR in services.

Details

Journal of Service Management, vol. 33 no. 1
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 7 April 2023

Virginie Lavoye, Jenni Sipilä, Joel Mero and Anssi Tarkiainen

Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it…

3880

Abstract

Purpose

Virtual try-on (VTO) technology offers an opportunity for fashion and beauty brands to provide enriched self-explorative experiences. The increased popularity of VTOs makes it urgent to understand the drivers and consequences of the exploration of styles in VTO contexts (herein called self-explorative engagement). Notably, little is known about the antecedent and outcomes of the personalized self-explorative experience central to VTOs. This paper aims to fill this knowledge gap.

Design/methodology/approach

An online quasi-experiment (N = 500) was conducted in the context of fashion and beauty VTOs. Participants were asked to virtually try on sunglasses or lipsticks and subsequently answer a questionnaire measuring the key constructs: self-presence (i.e. physical similarity and identification), self-explorative engagement (i.e. exploration of styles in VTO context), brand cognitive processing and brand attitude. The authors analyze the data with structural equation modeling via maximum likelihood estimation in LISREL.

Findings

The experience of self-presence during consumers’ use of VTOs in augmented reality environments has a positive effect on self-explorative engagement. Furthermore, a mediation analysis reveals that self-explorative engagement improves brand attitude via brand cognitive processing. The results are confirmed for two popular fashion and beauty brands.

Originality/value

Grounded in extended self theory, to the best of the authors’ knowledge, this is the first study to show that a realistic VTO experience encourages self-extension via a process starting from the exploration of styles and results in increased brand cognitive processing and more positive brand attitudes. The exploration of styles is enabled by self-presence.

Details

Journal of Services Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 November 2021

Daria Plotkina, John Dinsmore and Margot Racat

Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is…

4073

Abstract

Purpose

Augmented reality (AR) apps offer a great opportunity for brands to provide better service to customers by creating augmented customer service. However, not every AR app is equally effective in improving customer experience. Investigation of underlying processes and brand-related outcomes of AR marketing remains scarce and it is unclear how different types of AR apps influence brand perceptions, such as brand personality. This paper aims to fill in this knowledge gap and provide practical insights on how different AR apps can improve service brand personality.

Design/methodology/approach

Using an experimental plan, the authors investigate how attitudes towards AR apps contribute to customer perceptions of brand personality (i.e. excitement, sincerity, competence and sophistication) according to two different variables, namely, the location of the AR app (location-specific vs non-location-specific) and its orientation (augmenting the product, brand or store experience). The authors also examine the effect of expected customer experience with the AR app (i.e. playfulness and pleasure) and customer technological innovativeness and shopping orientation as predictors of attitudes towards the AR app.

Findings

The findings show that non-location-specific and product-oriented AR apps (i.e. virtual try-on apps) receive more positive evaluations and lead consumers to perceive the brand as more exciting, sincere, competent and sophisticated. Moreover, the playfulness and pleasure experienced with the AR app determine consumers’ attitudes towards the app. Additionally, AR apps improve brand personality perceptions amongst more innovative and adventure-focussed shoppers.

Originality/value

The authors show that brand announcements on high-technology, customer-oriented service offerings are an effective branding tool. Thus, AR apps perceived as pleasant and playful can signal and improve brand personality.

Details

Journal of Services Marketing, vol. 36 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 12 June 2023

Eonyou Shin, Doris H. Kincade and Jinhee Han

Virtual try-on (VTO) technology with three-dimensional (3D) body scanning in a mobile application is a relatively new technique for selling custom-fit apparel. VTO involves…

Abstract

Purpose

Virtual try-on (VTO) technology with three-dimensional (3D) body scanning in a mobile application is a relatively new technique for selling custom-fit apparel. VTO involves scanning and measuring one's body and visualizing the fit of a garment on a 3D avatar. The purpose of this study is to explore consumers' experiences toward the custom-fit T-shirts and online mass customization (MC) services using the VTO technology found in online consumer reviews (OCRs).

Design/methodology/approach

A total of 297 OCRs were collected from the Amazon's Made for You site that uses VTO technology for the MC process. A qualitative content analysis, within a mixed method research process, was used to determine systematically the meanings within qualitative data with quantitative results. In the qualitative approach, combinations of two coding processes were employed, which were concept-driven (i.e., deductive/a priori) and data-driven (i.e., inductive/emergent) coding processes. In the quantitative approach, the prevalence of each coding in terms of its valence was calculated based on frequencies. Intercoder reliability reached 96 per cent.

Findings

In OCRs of customized apparel products and online MC services using VTO technology, consumers described expectations, perceived performance, dis/confirmation, dis/satisfaction, outcomes of dis/satisfaction and descriptive information. Those with expectations often expressed skepticism about the product and the MC process using VTO technology at the pre-consumption stage. In OCRs, they used four product dimensions and two service dimensions of perceived performance. Consumers had positive (negative) confirmation when the performance of the T-shirts and/or services worked better (worse) than their expectations. The OCRs also included dis/satisfaction with a product and/or service, its outcomes and descriptive information.

Originality/value

This study identified a resulting framework to identify the content in OCRs of the custom-fit T-shirts and online MC services that use VTO technology. This study extends the expectation confirmation theory by adding multiple dimensions (i.e., four product dimensions and two service dimensions) as well as more outcomes of dis/satisfaction (not limited to repurchase intentions). This study provides practical suggestions for online MC companies who are using or planning to use VTO technology on how to improve consumers' satisfaction with customized T-shirts using VTO technology.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 28 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 25 May 2018

Qiong Tao and Yingjiao Xu

Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation…

4980

Abstract

Purpose

Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.

Design/methodology/approach

This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.

Findings

While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.

Research limitations/implications

Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.

Practical implications

Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.

Originality/value

The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 7 August 2019

Apiradee Wongkitrungrueng, Krittinee Nuttavuthisit, Teodora Szabo-Douat and Sankar Sen

The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and…

Abstract

Purpose

The purpose of this paper is to explore the nature of customer deference to service providers in service encounters, and articulate its chief antecedents, experiences and consequences.

Design/methodology/approach

Data were collected in Thailand, using critical incident technique. A total of 253 subjects share their experiences of being “deferential” (i.e. “kreng-jai” in Thailand) during everyday service encounters.

Findings

The findings indicate that in cultures in which the cultural norm (i.e. kreng-jai) is to be considerate of others, customers often become deferential of the service provider during service encounters, especially when customers perceive that the service provider’s well-being is compromised. However, customer deference involves aversive feelings which lead customers to devise coping strategies and avoid future contact with a company.

Research limitations/implications

Using a specific cultural norm, the findings challenge prior finding that people from collectivist culture are more likely to tolerate and be satisfied with service encounters, and document the role of previously unexamined customer-related factors in driving satisfaction in ordinary service encounters.

Practical implications

The findings recommend service providers to preempt customers’ deference by establishing and communicating the role and acceptable behaviors, managing physical distance with customers, and monitoring customer non-verbal behavior and facial expressions to detect the customers’ true feelings.

Originality/value

No prior research has comprehensively examined the phenomenon whereby consumers seek to benefit service providers at the expense of their own well-being. This study demonstrates that customer deference degrades customer satisfaction even in ordinary service encounters.

Details

Journal of Service Theory and Practice, vol. 29 no. 2
Type: Research Article
ISSN: 2055-6225

Keywords

1 – 10 of over 1000