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Hogeschool van amsterdam

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L&E2017

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Hogeschool van amsterdam

  1. 1. 16-06-17 1 1 Virtual mirrors and the power of tangibility Dr. Tibert Verhagen 2 • Introduction • New product presentation technologies • The research: three studies Overview presentation
  2. 2. 16-06-17 2 33 Online shopping • Buying on distance – Convenient – Large assortment – Much information – Efficiënt • But also: – Limited sensory experience – Touch and scent are lacking 44 Online product presentations
  3. 3. 16-06-17 3 55 Vividness and interactivity • Vividness: “the representational richness of a mediated environment as defined by its formal features; i.e., the way in which an environment presents information to the senses” (Steuer 1992, p. 81) • Interactivity: “the extent to which users can participate in modifying the form or content of a mediated environment in real time” (Steuer 1992, p. 84). 66 Evolution product presentation technology (Verhagen, 2016) vividness interactivity high high low low picture AR app 360 spin video Zoom in Virtual mirror
  4. 4. 16-06-17 4 77 Overall research objectives • Can you create local/physical presence by making use of emerging online product presentation technology? • Does this lead to a situation where products are perceived as more tangible and likable, leading to more rational and impulsive purchases? • Focus: (new) local presence & tangibility • Three online product presentation formats • Three studies 88
  5. 5. 16-06-17 5 99 Three formats 1010 Research model (Verhagen et al., 2014)
  6. 6. 16-06-17 6 1111 Local presence scores (Verhagen et al., 2014) 1212 The results (Verhagen et al., 2014)
  7. 7. 16-06-17 7 1313 1414
  8. 8. 16-06-17 8 1515 Product tangibility Three types (Laroche et al., 2001, 2003, 2005): • Mental tangibility: the ease with which a customer can mentally comprehend a product and can have clear mental representation of it. • Physical tangibility: the extent to which a product has a physical presence and is accessible to the senses. • Specificity: the customer’s ability to precisely define or describe identifiable characteristics, features, or outcomes of a product. 1616 (Verhagen et al., 2016) Research model
  9. 9. 16-06-17 9 1717 (Verhagen et al., 2016) Results (1/2) 1818 (Verhagen et al., 2016) Results (2/2)
  10. 10. 16-06-17 10 1919 “HOT” “COLD” Cognitive Rational Intended Considered How about impulse buying? Emotions Quick & Dirty Unintended Associative 2020
  11. 11. 16-06-17 11 2121 Impulse buying • “ Impulse buying occurs when people experience an urge to buy a product, without a thoughtful consideration why and for what reason one needs the product” (Verhagen & Van dolen, 2011). • Short, spontaneous, on the spot decision-making process. • Dominated by affective rather than cognitive processes. • Driven by emotions (both positive and negative). • Key variable: urge to buy. 2222 Research model
  12. 12. 16-06-17 12 2323 Results 2424 Wrap up & discussion • New online product presentation technology becomes more interactive and vivid. • As such, it: – generates tangibility and local presence. – bridges the gap between online and offline worlds. – And, most important, stimulates both rational and impulse buying. • Key example: the virtual mirror. • Discussion: logistics & offline settings.
  13. 13. 16-06-17 13 2525 Logistics: Role virtual mirror? 2626
  14. 14. 16-06-17 14 2727 Thank you for your attention! Dr. Tibert Verhagen Associate professor E-business t.verhagen@hva.nl @TibertVerhagen 2828 Appendix: Measurement scales

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