The Role of Virtual Try-On Technology in Online Purchasing Decision

dc.authorid112525en_US
dc.authorid232161en_US
dc.contributor.authorBaşeğmez, Hülya
dc.contributor.authorTuncalı Yaman, Tutku
dc.date.accessioned2023-02-01T08:15:47Z
dc.date.available2023-02-01T08:15:47Z
dc.date.issued2022
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractToday, with the intensive use of internet technologies, the concept of e-commerce became a focused channel to understand the customer behavior and purchasing processes for different product categories. Several methods are used to enable users to conclude their surf with the purchase and up-to-date technologies are contributed to positively nudging their purchasing tendencies. In this study, the impact of one of these technologies, virtual try-on (VTO), in terms of the customer experience was investigated. According to the results, the desire to use this technology again has been determined and it has also been seen that VTO technology had increased users’ purchase intention. Plus, two different user groups with different characteristics were identified according to their perceptions towards VTO technology. It is recommended that firms offering this technology seek to differentiate ways in their promotion and communication with designated groups.en_US
dc.identifier.doi10.29228/JRB.1023619
dc.identifier.issn1308-6979
dc.identifier.trdizinid1151287en_US
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/1151287
dc.identifier.urihttps://doi.org/10.29228/JRB.1023619
dc.indekslendigikaynakTR-Dizinen_US
dc.language.isoenen_US
dc.publisherMarmara Üniversitesien_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.subjectVirtual Try-Onen_US
dc.subjectDigital interactionen_US
dc.subjectE-commerceen_US
dc.subjectSegmentationen_US
dc.titleThe Role of Virtual Try-On Technology in Online Purchasing Decisionen_US
dc.typeArticleen_US

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