Search results

High-street fashion retail faces an uncertain future because of fluctuating consumer shopping habits. To revive fashion retailers, adopting disruptive technologies such as virtual reality (VR) becomes important to offer highly valued consumer experiences. Yet v-commerce designers still lack sufficient guidance to create effective retail environments. This paper establishes the v-commerce experience that targets fashion consumers’ desire and presents 13 specific design guidelines.

In this study, 22 participants, 20 consumers and two VR developers were interviewed regarding attitudes towards VR, motivation to shop through v-commerce and the moderating variables that influence virtual environment perceptions.

Consumers expect a vivid shopping environment with authentic product features instead of the more common simulated environment. Hedonically motivated consumers are more open to v-commerce than utilitarian consumers and consumers aged 18–34 years regard interactivity, personalisation and social networking as critical to offer a cost-efficient shopping experience.

This paper explored the ways v-commerce delivers creative experiences to facilitate consumer purchase behaviour, contributing to the high street's regeneration. Yet consumers have too high expectations of lifelike interaction in v-commerce, which is beyond contemporary VR's capabilities. Future research should focus on developing authenticity of v-commerce environments, i.e. vivid interaction with product and people.

This paper establishes the fundamental design rules for v-commerce platforms, enabling designers to create effective retail environments, sympathetic to the consumer's cognitive desires.

This paper aims to categorize users of voice assistants and analyze decision-making conflicts to predict intention to adopt voice commerce (v-commerce).

This exploratory study used expert survey-based data collection founded on data saturation.

This study identifies three forms of voice systems based on senses aroused (screen first, voice only and voice first) and four profiles of voice users (passive resistant, hedonistic adopter, utilitarian adopter and active resistant), each with a different appraisal of the benefits and costs of v-commerce adoption and the experiences (positive or negative) felt during the shopping experience. This study proposes a conceptual model to predict intention to adopt v-commerce depending on voice-system and -user characteristics.

Learning from this study can help improve the marketing strategies and actions put in place by voice-assistant brands and advertisers by providing insights for adapting product recommendation algorithms to meet the needs of the identified profiles.

This paper provides an answer to the limits of classical approaches based on “one-size-fits-all” strategy by showing how voice-assistant users have different profiles that span a gradient of advance in technology adoption.

The potential for e-commerce is limited by a trust deficit when traders do not interact in a physical, bricks-and-mortar context. The theory of information richness posits that equivocal interactions, such as ones requiring trust, can be facilitated through communication media that transmit multiple cues interactively. This study aims to examine the potential of information-rich virtual worlds to reduce this trust deficit compared with more traditional Web-based e-tailing environments.

Rather than focusing on stated intentions, the authors adopt an experimental approach to measure behaviour. Participants receive performance-related financial incentives to perform trust games in different information-rich treatments that represent three retail environments: a physical environment representing bricks-and-mortar trade, an electronic environment representing Web-based online retailing and a virtual environment representing virtual world retail.

The authors find that the two dimensions of trust significantly differ between the treatments. In particular, as hypothesised, both trustingness and trustworthiness are higher in the virtual than in the electronic environment. However, contrary to the hypotheses, physical trade is not associated with greater trust than virtual trade.

The authors extend previous research by demonstrating how the information richness of the virtual world interface can promote e-commerce by deepening trust between trading partners. This research also complements existing work that approaches product and service interfaces through the lens of servicescapes.

The findings also contribute towards the development of services marketing practice and the design of e-commerce environments.

Much of the work in this space considers purchase intentions and attitudes around trust, whereas this study looks at actual trust behaviour in the virtual space.

The purpose of this paper is to examine the factors that influence older adults' intention to use virtual fitting room technology during the COVID-19 pandemic based on the extended technology acceptance model (TAM).

An online survey was conducted with a sample of older adults from 60 to 90 years old (n = 819). A structural equation modeling was conducted to test a proposed research model.

The results revealed that older adults' behavioral intentions were positively influenced by perceived usefulness and ease of use, and fear of infection during the pandemic was significantly related to the perceived usefulness. Fit concern was not significantly related to perceived usefulness of virtual fitting room technology.

This research extends the TAM by adding antecedents to perceived usefulness in explaining older adults' adoption of virtual fitting technology.

The purpose of this paper is to demonstrate how people making music represent their production activities using images of consumption.

Supporting evidence is based on in-depth interviews with musicians and support personnel. The data are structured through a thematic analysis.

The paper argues that consumption serves as a discursive resource that allows cultural producers to make sense of production activities which do not conform to an image of production as an alienated form of labour.

Relating the analysis to the ongoing attempts to conceptualise cultural producers through the concept of prosumption, the paper concludes that there are limits to cultural producers’ abilities to represent their production activities as production rather than a structural change in social or economic organisation, as suggested by some consumer researchers.

The purpose of this paper is to introduce the inaugural edition of Arts Marketing: An International Journal and highlight its vision for arts marketing and establish its research agenda.

Relevant articles are discussed through the prism of current academic thinking and the latest policy developments affecting the arts.

It is found that arts marketing promotes significant academic debate, and practical insights are offered into the ways in which the arts (broadly understood) can grow in a commercial world.

Creative solutions are needed not only to offset, but to enable arts marketing itself to grow as a discipline: marketers need to embrace the arts equally as much as artists need to embrace the market.

The “creative insights” section will bring practitioner expertise into the field of the arts from a variety of different perspectives.

The arts, in their varying forms impact on all of society in some shape or form. This journal aims to help raise the profile of the arts, which will in turn, benefit society as a whole.

This introduction establishes a broad arts marketing research agenda for the future.

Creating a new business often ends in failure arguably the more knowledge of the start-up process an entrepreneur has the more successful the outcome. Whilst business simulations have been researched, the role of virtual worlds in aiding nascent entrepreneurs in gaining important experiential learning is lacking. The paper aims to discuss these issues.

This qualitative research involved six months observational data, with nine in-depth semistructured interviews with the small business owners based in the virtual world Second Life.

The findings highlight important similarities between “real world” and “virtual world” businesses. The nascent entrepreneurs reported a sense of running the business as any other business. The level of risk, in terms of capital, for setting up a virtual business is far less than the real world. However, risks are still associated with a virtual business with entrepreneurs investing time to run the business.

The findings of this study provide important insight into how prior knowledge can be gained through participating in “real” business activities, other than business simulations. Virtual worlds provide can play an important role in aiding nascent entrepreneurs to gain important prior knowledge of the start-up process, that the authors can anticipate will aid the entrepreneur in further ventures.

In a world where commerce and culture are still somewhat estranged, the purpose of this paper is to show that high culture’s supreme exponents were commercially minded masters of marketing.

Historically situated, the paper adopts a biographical approach to the making of modernism’s literary masterworks. It focuses on Ezra Pound, T.S. Eliot and James Joyce, who were responsible for the modernist classics, Ulysses and The Waste Land.

The analysis identifies five fundamental marketing principles that appear paradoxical from a traditional, customer-centric standpoint, yet are in accord with latter-day, post-Kotlerite conceptualisations. The marketing of modernism did not rely on “modern” marketing.

If, at the height of the anti-bourgeois modernist movement, the “great divide” between elite and popular culture was bridged by marketing, there is no reason why contemporary culture and commerce cannot collaborate, co-operate, co-exist, coalesce.

The paper complements prior studies of “painterpreneurs”, by drawing attention to the marketing of literary masterworks.