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2023 | OriginalPaper | Buchkapitel

Augmented Shopping: Virtual Try-On Applications in Eyewear E-retail

verfasst von : Bianca Konarzewski, Michael Reiner

Erschienen in: Systems, Software and Services Process Improvement

Verlag: Springer Nature Switzerland

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Abstract

Transformation of trends in online shopping is arising from the changing needs of consumers and expansion in online activity, especially among the tech-savvy generation of Millennials. The biggest disadvantage of e-retailers, especially among those that sell experience goods like eyewear and watches, is the lack of physical apprehension. In eyewear retail, consumers are increasingly being offered to try on items online with Virtual Try-on applications. However, while general online shopping increases during the COVID-19 pandemic, among eyewear retail, online sales do not significantly rise.

Therefore, the goal of this paper is to investigate how Virtual Try-on tools impact the Millennial consumers’ shopping behavior regarding eyewear in the DACH region. Moreover, it is also analyzed if Virtual Try-on tools are beneficial for eyewear retailers in the DACH region.

The outcomes of the qualitative research indicate that Virtual Try-on technology in eyewear retail has an impact on the Millennial consumers’ shopping behavior in the DACH region, as the technology enhances the shopping experience by being perceived as a tool with great utility. Therefore, individuals shift from buying in-store to also browsing for products and purchasing eyewear online. However, while Virtual Try-on tools can be a beneficial application for large eyewear retailers, small retailers struggle with the large investment volume of implementing the technology. Nevertheless, results indicate that the potential of Virtual Try-on in eyewear retail in the DACH region is perceived as being high.

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Titel: Augmented Shopping: Virtual Try-On Applications in Eyewear E-retail
verfasst von: Bianca Konarzewski
Michael Reiner
Verlag: Springer Nature Switzerland
Buch: Systems, Software and Services Process Improvement
Print ISBN: 978-3-031-42309-3

Electronic ISBN: 978-3-031-42310-9

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-42310-9_21

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