Journal of Retailing and Consumer Services 40 (2018) 279–286

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

I virtually try it … I want it ! Virtual Fitting Room: A tool to increase on-line MARK
and off-line exploratory behavior, patronage and purchase intentions☆
⁎
Marie Beckb, , Dominique Criéa
a
IAE Lille School of Management, University of Lille, Department of Marketing, 104 avenue du peuple Belge, 59043 Lille Cedex, France
b
University of Lille, Skema Business School, EA 4112 - LSMRC, Department of Marketing, 651 Avenue des Nations Unies, 59100 ROUBAIX, France

A R T I C L E I N F O A BS T RAC T

Keywords: E-commerce has important advantages compared to traditional shopping (e.g. time, choice, price) but offers
Virtual fitting room only a partial view of the shopping environment. For example, the lack of physical apprehension is a major
Cross-channel disadvantage of online purchasing. To create a shopping environment close to reality, some companies now
Curiosity propose Virtual Fitting Rooms (VFR1) on their websites. This research aims to highlight the effects of an online
Intention to patronize
VFR on consumer's exploratory behavior and intention to purchase, both online and offline contexts. Results of
Intention to purchase
two experiments showed that the presence of such a tool significantly increases specific curiosity about the
product, intention to patronize (online and offline) and intention to purchase (online and offline). The latter
effect is mediated through firstly perceptual specific curiosity about the product and then the intention to
patronize.

1. Introduction
In July 2013, retailing today.com published a study which an-
nounced that 81% of consumers seek out online before making a
purchase. But the information they can find online is often limited. For
example, they cannot interact with a salesperson or enjoy the atmo-
sphere of a store or smell, touch or try on the product… In line with this
statement, engineers try to minimize the gap between the real store and
the website by developing new sales aids based on new technologies
such as virtual center, virtual agent, virtual fitting room and so on. In
an editorial special issue focused on the impact of these new technol-
ogies on retailing, Pantano (2010) insists on the relevance to under-
stand their effects on consumer behavior. Moreover, Pantano and
Naccarato (2010) proposed five research priorities to understand the
effects of these technologies on behavior including need recognition,
search of information, pre-purchase evaluation, purchase, and post-
purchase evaluation. In an other way, Ostorm et al. (2010) proposed
similar research priorities for the science of service in particular related
the stimulation of service innovation. Thus, a lot of research has been
developed. The aim of this paper is to highlight and to understand the
effect of such new technologies on exploratory consumer behavior and
more precisely on specific curiosity.
Existing literature on these tools can be presented in two parts. A
major part concerns the research on social new sales aids – such as
virtual agents or avatars – and their effects on pre-purchase, per-
purchase and post-purchase/consumption variables. In general, most
research has shown that consumers increase their exploratory behavior
(Swaminathan, 2003), trust (Lemoine and Notebaert, 2011), immer-
sion (Wang et al., 2007), positive emotions (Murray and Häubl, 2008),
purchase intention (Senecal and Nantel, 2004), and satisfaction with
the website (Viot and Bressolles, 2012) in the presence of a social new
sales aid (vs. not). The second part of the research is less developed and
is devoted to the direct effects of environmental new sales aids which
could be assimilated to the design and ambient factors of the atmo-
sphere (Baker, 1986). Such tools as virtual fitting rooms or virtual
centers have significant and positive effects on consumers' intention to
try on and visualize products (Ganapathy et al., 2004), power of
retention of the website (Murray and Häubl, 2008; Häubl and
Figueroa, 2002), flow (Hoffman and Novak, 2009), trust on the product
(Trifts and Häubl, 2003), purchase intention (Li, Daugherty and
Biocca, 2002) and satisfaction (Murray and Häubl, 2008). While the
effect of social new sales aids on exploratory behavior has been
examined (Swaminathan, 2003), the effect of environmental aids on
this dimension of behavior has been largely unexplored. To fill this
theoretical gap, the current research further examines the direct effects
of a Virtual Fitting Room (VFR) on online consumers' exploratory

☆
This research was supported by Neolane/Adobe Campaign. We thank our colleagues from Adobe Campaign who provided access to their platform on panel FocusMind that greatly
assisted the methodology research.
⁎
Corresponding author.
E-mail addresses: mariebeck27@gmail.com (M. Beck), domicrie@wanadoo.fr (D. Crié).
1
VFR: Virtual Fitting Room.PSC: Perceptual Specific Curiosity.

http://dx.doi.org/10.1016/j.jretconser.2016.08.006
Received 3 December 2015; Accepted 8 July 2016
Available online 15 October 2016
0969-6989/ © 2016 Elsevier Ltd. All rights reserved.
M. Beck, D. Crié
behavior and the underlying mechanism (Experiment 1).
Moreover, today, 88% of consumers look for information online
before making their purchase offline2 (Digitas Sutdy, Vivaki advance,
2013). Accordingly, we also test the effect of VFR on offline behavior
(Experiment 2).
First, we develop the theoretical background and hypotheses. Then,
the research method and major results are presented, followed by the
general discussion and conclusion.
2. Theoretical background and hypotheses development
In the theoretical framework presented above, exploratory behavior
is measured through the time spent on a product page (Murray and
Häubl, 2008) or the amount of search (Swaminathan, 2003). Theories
on consumer motivation are not addressed yet even if they are essential
to understand the exploratory behavior (Deci and Ryan, 2000). Work
on motivation distinguishes the intrinsic motivation and extrinsic
motivation. Intrinsic motivation is defined as “the inherent tendency
to seek out novelty and challenges, to extend and exercise one's
capacities, to explore, and to learn” (Deci and Ryan, 2000). Extrinsic
motivation is “a construct that pertains whenever an activity is done in
order to attain some outcomes” (Deci and Ryan, 2000). If engineers
develop technical tools, supports for extrinsic motivation, marketing
researchers have to understand the intrinsic motivations of the
consumer. To meet this objective, the variable “curiosity” is mobilized
in this work. Based on the nature and function of environmental new
sales aids, we assume a direct link between these media and the specific
curiosity of the consumer. This idea is developed in the next paragraph.
A link with the intent to patronize and purchase is proposed thereafter.
2.1. Consumers' curiosity as a motivational variable and its link with
virtual fitting rooms
In marketing research, curiosity is defined as a part of the shopping
experience as an affective reaction (e.g., Anderson et al., 2014), a part
of epistemic value (e.g., Davis and Hodges, 2012) or a part of the flow
concept. For example, Huang (2003) considers flow as a multidimen-
sional construct including control, attention, interest and curiosity.
Moreover, Pace (2004) and Agarwal and Karahanna (2000) defined
curiosity as an antecedent of the flow which contributes to decrease the
cognitive charge of an immersive experience.
However, according to psychologists, curiosity is an intrinsic
motivation for consumer (Berlyne, 1954) and seems to be the most
relevant variable to explain the exploratory behavior of consumers
(Berlyne, 1950). Consistent with past research we here distinguished
the specific curiosity from the diversive curiosity or trait curiosity (Ho
and Dempsey, 2010). While the diversive curiosity is an individual
trait, the specific curiosity is a contextual variable defined as “an
intrinsic desire or motivation for new information to stimulate
interest and/or remove uncertainty” (Berlyne, 1954). In an other
way, Koo and Ju (2010) discerned four types of curiosity: interperso-
nal, epistemic, sensory and perceptual curiosity. The last one is defined
as “the desire that motivates individuals to having interest in and
giving attention to novel perceptual stimulation” (Collins, Litman and
Spielberger, 2004, p. 1130). Based on these definitions, we expect a
link between VFR, as a novel perceptual stimulation, and the concept of
perceptual specific curiosity.
Past research on curiosity identified four so-called collative vari-
ables of curiosity (Berlyne, 1954). More a stimulus is perceived as novel
and complex and more it increases uncertainty and generates conflict
with prior information, more consumers develop an exploratory
2
http://www.digitaslbi.com/news/global/m-commerce-social-media-and-ropo-
research-online-purchase-offline-lead-retail-trends-according-to-digitaslbis-global-
survey/.
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Journal of Retailing and Consumer Services 40 (2018) 279–286
behavior. There are two ways in which connection can be made
between VFR and antecedents of perceptual specific curiosity. On the
one hand, we can connect them with the nature of VFR. That is, novelty
and complexity directly refer to the intrinsic characteristics of VFR. On
the other hand, functions of VFR are related to uncertainty and
cognitive dissonance. By giving more information about the product
than an e-catalog, VFR can affect uncertainty for example by reducing
the perceived risk (Beck and Crié, 2013) and may increase conflict with
prior information. Thus we expect that specific curiosity could be
increased by environmental new sales aids like VFR. In line with this,
we propose Hypothesis 1.
H1. The presence of a VFR on a website (environmental new sales aid)
increases perceptual specific curiosity about the product.
2.2. The effects of virtual fitting rooms on consumers' patronage
intentions
Literature on the intent to patronize showed that this variable may
be affected by store atmosphere (Kotler, 1973) and services provide by
retailers (Baker et al., 2002). As “e-atmospherics tools” for the store
(Poncin and Ben Mimoun, 2014), new sales aids could affect this
variable. In this way, Bitner, Brown and Meuter (2000) demonstrated
that a social new sales aid such as a virtual agent makes the experience
more favorable and intense and therefore increases the quality of
experience and patronage intention (Hoffman and Novak, 1996).
However, they focused on a social aid. Thus, we suggest that VFR, as
an environmental new sales aid, may also impact patronage intention.
This idea generates two different hypotheses related to the context.
While Hypothesis 2 concerns the online patronage intention,
Hypothesis 3 focuses on offline patronage intention.
H2. The presence of a VFR on a website (environmental new sales aid)
increases the intent to patronize the online retailer.
H3. The presence of a VFR on a website (environmental new sales aid)
increases the intent to patronize the real store.
2.3. The effects of virtual fitting rooms on consumers' purchase
intentions
Research already improves effect of environmental new sales aids
on online purchase intention. For example, Li et al. (2002) showed that
a 3D presentation of products impacts significantly and positively the
online purchase intention.
Clearly, as we try to maximize the knowledge about effects of
environmental new sales aids, we would like to found the same effect
for virtual fitting room. Moreover, no research indicates effects of such
a tool on offline purchase intention in a cross-channel context. This
leads to the following hypotheses.
H4. The presence of a VFR on a website (environmental new sales aid)
increases online purchase intention.
H5. The presence of a VFR on a website (environmental new sales aid)
increases offline purchase intention.
2.4. Hypotheses regarding the mechanism engaged by the presence of
Virtual Fitting Room
To deeply explore the effects of VFR on exploratory behavior, we
choose to understand the underlying mechanism engaged in the
presence of such a tool on a website. First, we know that curiosity is
a determinant of the exploratory behavior (Berlyne, 1950). The more
consumer's specific curiosity is stimulated, the more exploratory
behavior is intense (Swaminathan, 2003). Second, literature showed
that the intent to patronize is a major variable to explain the
exploratory behavior. Based on these two ideas, we expect that the
M. Beck, D. Crié
perceptual specific curiosity about the product may impact positively
the patronage intention. Furthermore, prior results showed the effect of
patronage intention on purchase intention (e.g., Grewal et al., 2003). In
accordance with these findings, we suppose the indirect effect of the
presence of a VFR on purchase intention through firstly PSC about the
product and then the intent to patronize. As previous, we posit two
Hypotheses. H6 concerns the online process and H7 focuses cross-
channel process.
H6. PSC about the product and intention to patronize the website
mediate in serial the effect of the presence of a VFR on online purchase
intention.
H7. PSC about the product and intention to patronize the real store
mediate in serial the effect of the presence of a VFR on offline purchase
intention.
To determine the impact of VFR we proposed five hypotheses
related to the efficacy and two hypotheses related to the underlying
mechanism. In order to test these hypotheses, two quantitative studies
were performed. First, we tested the effect of a VFR vs. an e-catalog on
online behavior. Second, we tested the effect of another VFR vs.
another e-catalog on offline exploratory behavior, patronage and
purchase intentions.
3. Experiment 1: the influence of VFR on online consumers'
behavior
We suspect that the presence of VFR may increase the perceptual
specific curiosity about the product, online patronage intention and
online purchase intention (respectively H1, H2, and H3). We also
suppose that perceptual specific curiosity and patronage intention
mediate the effect of VFR on online purchase intention (H6).
3.1. Design and procedure
228 young people (35.1% male, Mage=21 years) of European
University were randomly assigned to one of the two versions of the
website. The website had either an e-catalog (n=104) or a VFR
(consisting in a “magic mirror” based on augmented reality) (n=124)
which presented the same models of clothes. An overview is available in
Appendix A. After exploring the website, all participants were asked to
complete the questionnaire. Their perceptual specific curiosity was
measured using Menon and Soman scale (2002) with a 7-point Likert
scales ranging from strongly disagree (1) to strongly agree (7). We here
distinguished perceptual specific curiosity (PSC) about the tool
(Cronbach's α=.854) and PSC about the product (α=.845). While we
focused on the specific curiosity about the product, the specific
curiosity about the tool has been checked. Their online patronage
intention was measured using Baker, Levy and Grewal scale (Baker
et al., 1992) (α=.918) and their online purchase intention was
measured using Dodds, Monroe and Grewal scale (Dodds et al.,1991)
(α=.921) with a 7-point Likert scales ranging from strongly disagree (1)
to strongly agree (7). Participation was voluntary. Respondents were
involved in a lottery to compensate for their participation. The study
was conducted online during one month through Qualtrics software.
3.2. Confound and manipulation checks
In addition, the questionnaire included three confound checks
questions related to the consumer characteristics which are relevant
to understand effects of shopping aids (Chang and Burke, 2007). We
therefore measured diversive curiosity (Menon and Soman, 2002)
(αexploration=.677; αuncertainty=.6433) which could impact specific
3
A factor with four or more loadings greater than 0.6 “is reliable regardless of sample
size.” (Field, 2009, p.647).
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Journal of Retailing and Consumer Services 40 (2018) 279–286
curiosity (Beck and Crié, 2014), involvement (Lumpkin, 1985)
(α=.876) which could affect visual attention and product choice
(Behe et al., 2015) and expertise (Aurier and N’Gobo, 1999)
(α=.820). Results of t-tests performed revealed non-significant differ-
ences between the two groups on exploration dimension of diversive
curiosity (t=−.564; p=.574), uncertainty dimension of diversive curi-
osity (t=−1.480; p=.142), involvement (t=−.205; p=.839), and exper-
tise (t=−.480; p=.632). The questionnaire also included manipulation
checks. All participants were unfamiliar with the brand presented and
with the stimuli (Do you know this brand? Have you ever used a
Virtual Fitting Room?).
After analyzing the reliability and validity of the initial measure-
ment scales, we tested the research hypotheses using MANCOVA and
mediation tests.
3.3. Findings and discussion
Because the correlations between the three dependent variables
were significant, a MANCOVA (Multivariate Analysis of Covariance)
seems to be the most adequate data analysis method to test hypotheses
regarding the effect a VFR on perceptual specific curiosity (H1), online
patronage intention (H2) and online purchase intention (H4)(Table 1).
Full conditions of use for MANCOVA are met (Appendix B). The trait
variables like diversive curiosity, involvement and expertise are con-
trolled.
Results showed significant and positive effect of the presence and
usage of an online VFR on perceptual specific curiosity about the
product (D=7.127; p < .01). In the presence of VFR (vs. not), con-
sumers are more curious about the product (Mcuriosity_VFR=3.92 >
Mcuriosity_ecatalogue=3.76). Thus, H1 is validated. The difference between
e-catalog and VFR is also significant on online patronage intention
(D=2.631; p < .05). As shown in Fig. 1, in the presence of VFR the
online patronage intention is higher (Mpatronage_VFR=3.87) than that for
the absence of VFR (Mpatronage_ecatalogue=4.28) in support H2. The
results for online purchase intention revealed a similar pattern.
Specifically, there was a significant difference between the e-catalog
and VFR experience (D=6.975; p < .01), while the VFR was more likely
to generate online purchase intention than e-catalog
(Mpurchase_VFR=3.27 vs. Mpurchase_ecatalogue=3.37). This result support
H3.
Furthermore, to highlight the mechanism engaged we used media-
tion test in SPSS 21. As suggested by Preacher and Hayes (2004) we
tested the mediation effects by using the model 6 of the macro
PROCESS. 5000 bootstrap resamples are used to estimate bootstrap
results with a 95% level of confidence. Perceptual specific curiosity
about the VFR, diversive curiosity, involvement and expertise are
controlled.
Results revealed significant indirect effects in serial
(BootLLCI=.056; BootULCI=.363). The direct effect is non significant
(t=−.813; p=.418). Therefore, the impact of the presence of a VFR on
online purchase intention is totally mediated by first specific curiosity
about the product and then online patronage intention (a1=1.124, p
< .01; a2=.370, p < .01; b=.429, p < .01). Thus, H6 is validated. By
increasing curiosity about the product, VFR indirectly increases online
patronage and purchase intentions.
Despite the relevance of these results, one of the major limitations
cannot be ignored. In 2013, 88% of consumer around the world
Research Online and Purchase Offline. This is named the ROPO
behavior. Accordingly, the next experiment tests the effect of VFR on
offline behavior.
4. Experiment 2: the influence of VFR on offline consumers'
behavior
Experiment 2 tests Hypotheses H1, H3 and H5, which suppose the
positive effect of VFR on perceptual specific curiosity, offline patronage
M. Beck, D. Crié Journal of Retailing and Consumer Services 40 (2018) 279–286

Table 1 significant differences between the two groups on exploration dimen-

Effects of VFR on online behavior. sion of diversive curiosity (t=−1.247; p=.217), uncertainty dimension
of diversive curiosity (t=−.513; p=.610), cognitive involvement
MANCOVA Eta2 R2 adjusted
(t=−.698; p=.488), affective involvement (t=−.261; p=.795) and ex-
D p value pertise (t=−.178; p=.859). The questionnaire also included manipula-
tion check. All participants were unfamiliar with the stimuli (Have you
PSC about the product 7.127 .000 .286 .245
ever used a Virtual Fitting Room?).
Online patronage intention 2.631 .020 .129 .080
Online purchase intention 6.975 .000 .281 .241 As in Experiment 1, after analyzing the reliability and validity of the
initial measurement scales, we tested the research hypotheses using

Fig. 1. Results of MANCOVA Experiment 1.

Table 2 MANCOVA and mediation tests.

Effects of VFR on offline behavior.
4.3. Results and discussion
MANCOVA Eta2 R2 adjusted

D p value The results of the MANCOVA showed significant and positive

PSC about the product 19.947 .000 .253
Offline patronage intention 10.801 .000 .155
Offline purchase intention 80.262 .000 .576
intention and offline purchase intention. We also test the mechanism
engaged related to H7.
4.1. Design and procedure
241 consumers (28.8% male, Mage=33 years) were randomly
assigned to one of the two versions of the website. The website had
either an e-catalog (n=108) or a VFR (n=133) which presented same
models of eyeglasses (Appendix A). After exploring the website, all
participants were asked to complete the questionnaire. Like in the
Experiment 1, perceptual specific curiosity was measured using Menon
and Soman scale (2002) (αabout_tool=.860; αabout_product=.873);
offline patronage intention was measured using Baker, Levy and
Grewal scale (1992) (α=.866) and offline purchase intention was
measured using Dodds, Monroe et Grewal scale (1991) (α=.903). All
three scales were measured on a 7-point Likert scale ranging from
strongly disagree (1) to strongly agree (7). Participation was voluntary.
Respondents were involved in a lottery to compensate for their
participation. The study was conducted online during two months.
4.2. Confound and manipulation checks
In addition, questionnaire included four confound checks questions
related to the diversive curiosity (Menon and Soman, 2002)
(αexploration=.756; αuncertainty=.791), involvement (Zaichkowsky,
1994) (αcognitive=.778; αaffective=.710) and expertise (Aurier and
N’Gobo, 1999) (α=.920). Results of t-tests performed revealed non-
effects of the presence and usage of a VFR on a website on perceptual
.240
specific curiosity about the product (D=19.947; p < .01), offline patron-
.140
.569 age intention (D=10.801; p < .01) and offline purchase intention
(D=80.262; p < .01), in accordance with Hypotheses H1, H3 and H5
(Table 2). As shown in Fig. 2, PSC about the product of consumers is
more important in the presence of VFR (Mcuriosity_VFR=4.279 >
Mcuriosity_ecatalogue=3.974) and consumers are more likely to patronize
the real store (Mpatronage_VFR=3.018 > Mpatronage_ecatalogue=2.144) and
to purchase in the real store (Mpurchase_VFR=4.329 >
Mpurchase_ecatalogue=2.973).
We ran a mediation test (model 6 of the macro PROCESS in SPSS
21) in order to highlight the underlying mechanism. 5000 bootstrap
resamples are used to estimate bootstrap results with a 95% level of
confidence. Results revealed that indirect effects in serial are significant
(BootLLCI=.000; BootULCI=.065). The direct effect is also significant
(p=.000). Therefore, the impact of the presence of a VFR on offline
purchase intention is partially mediated by first specific curiosity about
the product and then offline patronage intention (a1=.404, p < .10;
a2=.245, p < .01; b=.219, p < .01). Thus, H7 is partially validated.
Experiment 2 provides further support for the hypothesized effects
of VFR on exploratory behavior and purchase intention. Results precise
effects of VFR on curiosity and showed significant effects for cross-
channel patronage and purchase intentions.
5. General discussion and conclusion
5.1. Summary of main findings
The results of present experiments show the influence of online
VFR on consumers' online and offline exploratory behavior and
purchase intentions. The results also highlight the mechanism engaged
in the presence of VFR such as in the following figure (Fig. 3).

282
M. Beck, D. Crié
Fig. 2. Results of MANCOVA Experiment 2.
Experiment 1 revealed that the presence of a VFR on a website
increases significantly the perceptual specific curiosity about the
product, the online patronage intention and the online purchase
intention (versus an e-catalog). Consumers are more likely to buy a
product when there is a VFR on a website. These findings support H1,
H2 and H4.
Experiment 2 demonstrates that when there is a VFR on a website,
the perceptual specific curiosity, the offline patronage and purchase
intentions are significantly and positively impacted, in accordance with
H1, H3 and H5. In accordance with Arnone et al. (2011), Smith and
Swinyard (1988) and Kaltcheva et al. (2011) we can said that VFR
increases perceptual specific curiosity and so increases the desire that
motivates consumers to having interest in and giving attention to the
product. This idea could be explain by the four so-called collative
variables of curiosity as defined by Berlyne (1954) and explained above.
More a stimulus is perceived as novel and complex and more it reduces
uncertainty and increases cognitive dissonance more the perceptual
specific curiosity about the product is increased.
The mediation tests showed that when there is a VFR on a website,
consumers are more curious about the product and so are more likely
to patronize the website and the real store, and then are more likely to
purchase the product online or in real store. The validation of this
process in two different contexts (online and offline), for two different
product categories (clothes and eyeglasses) with two different samples
(students and consumers) improve the reliability of the research model.
5.2. Contributions of existing research
The current research has straightforward and substantial implica-
tions for the research on marketing based on service innovation as new
sales aids. Using an environmental new sales aid like a VFR on a
website cannot only contribute to help consumers to buy but also
develop an exploratory behavior. In this way, the results complete the
Fig. 3. Underlying behavior mechanism in online and offline contexts.
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Journal of Retailing and Consumer Services 40 (2018) 279–286
previous literature and enhance the relevance of curiosity as a
motivational variable in marketing. Therefore researchers can develop
new perspectives for research on curiosity in the context of today's
interactive technologies (Arnone et al., 2011). In this way and from a
substantive perspective, the results lend some unique insights into the
link between amount of information and curiosity. Previous research
on curiosity showed that the lack of information about a product
increases the specific curiosity about this product (Peracchio and
Meyers-Levy, 1994) and that curiosity increases information research
(Raju, 1980; Richard and Chebat, in press). Based on this idea, VFR
could be thought as a tool which reduces curiosity. In contrast our
results showed that the intake of information by a virtual fitting room
increases specific curiosity about the product. Hence, we can think that
there is an optimal rate of available information to increase the level of
curiosity. Further research are called for.
Then, the results of this research complete previous research which
explain the mechanism through which a stimulus acts by changing
consumers' perceptions. For example, Kim et al. (2007) showed the
mediating effect of online shopping enjoyment and involvement on the
effect of interactive technologies on patronage intention. Moreover,
Dennis et al. (2010) highlight the effect of digital signage on a real store
on positive affect, perception of the store and approach behavior. In
contrast, this research propose to find out the effect of an other
environmental new sales aid on a website, in a cross-channel context,
on different variables which affect approach behavior and purchase
behavior such as curiosity and patronage intention. Thus, the findings
of this research provide more explanation about the underlying
mechanism in the presence of a new sales aid. It completes the
theoretical model by adding a motivational way in addition to affective
and cognitive ways as we find in the persuasive theory.
M. Beck, D. Crié Journal of Retailing and Consumer Services 40 (2018) 279–286

5.3. Managerial implications
From a managerial point of view, we can consider two types of
implications. Firstly, results of this research provide a better under-
standing of the effects of a Virtual Fitting Room on consumers'
behavior. This information might be used to adapt a cross or omni-
channel marketing strategy (Pantano and Servidio, 2012). For all
products which can be tested in real stores but usually not online
(e.g. apparel or eyeglasses), retailers may adopt environmental aids
such as Virtual Fitting Room to increase the intent to purchase.
However, if the conversion rate of the website is increased, this is
not the only effect. This research also emphasizes the relevance of
considering new sales aids by webstore managers as tools to increase
exploratory behavior. The specific curiosity for the product and the
intent to patronize the brand are generated in both contexts (online
and offline). Thus, VFR can be used to minimize browsing as a support
for loyalty and can transfer the website traffic to the real store.
Secondly, there are some effects for the brand which evolves in a
context where big data is more and more important. Managers can use
all the data generated by the use of VFR. The data can concern first the
product, for example the most tried item, the one which gives the best
conversion rate, the associated information (e.g. color, size, pattern,
combination between products). Then, data can also be consumer-
oriented. For example, a VFR gives access to the consumers' social
networks profiles. Thereby, the brands can rely on these data to refine
their trigger or retargeting strategies.
5.4. Limitations and need for further research
A note of caution in the interpretation of our results is necessary.
According to the literature, other variables could complete the model
because of their power to explain the intent to purchase. For example,
perceived risk is known to decrease the intent to purchase online
(Forsythe and Shi, 2003), whereas positive affective reactions are
known to increase it (Poncin and Ben Mimoun, 2014). Further
experimental studies are therefore called for. Finally, because curiosity
is increased by the novelty and because the perceived novelty is
temporary, we recommend further research, particularly longitudinal,
to evaluate the effect of VFR on curiosity in line with the adoption
process. We expect that curiosity will decrease when perceived ease of
use increase.

Appendix A

The Virtual Fitting Room used for the first experiment is based on augmented reality technology. Before the experimentation, all permissions
were validated by the researcher. Participants just had to stand in front of the camera and back to 3 or 4 steps. The clothes were automatically
adapted to their body. Consumers can change the size, the color and the product just by moving their hands in the air to virtually touch the key.
The Virtual Fitting Room used for the second experiment is also based on augmented reality technology. Participants just had to stand in front
the camera. Consumers can adjust the size before trying on the glasses. They can change the color and the product using their mouse and they can
take picture to compare products.

Appendix B

Conditions of use for MANCOVA Experiment 1.

Condition 1: Skewness and Kurtosis tests.

Skewness/Standard error ( < 3) Kurtosis/Standard error ( < 3)

Curiosity 1.659 .171

Online patronage intention −.177 −1.425
Online purchase intention .288 −2.263

Condition 2: The covariances matrix is not significant. (M Box Test=12.414, D=2.008, p=.061).
Condition 3: Variances equality.

Variances tests

Levene test Fmax ratio ( < 10)

D p value ( > .05)

Curiosity 9.210 .003 2.213

Online patronage intention .310 .579 1.141
Online purchase intention .157 .693 1.075

Condition 4: Correlation between dependent variables.

Curiosity Online patronage Online purchase

Curiosity 1
Online patronage .331** 1
Online purchase .189* .500** 1

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M. Beck, D. Crié Journal of Retailing and Consumer Services 40 (2018) 279–286

*p < .05; **p < .01.

Conditions of use for MANCOVA Experiment 2.
Condition 1: Skewness and Kurtosis tests.

Skewness/Standard error ( < 3) Kurtosis / Standard error ( < 3)

Curiosity −1.414 −2.959

Offline patronage intention .483 −1.212
Offline purchase intention −.465 −2.753

Condition 2: The covariances matrix is not significant. (M Box Test=4.596, D=.755, p=.605).
Condition 3: Variances equality.

Variances tests

Levene test Fmax ratio ( < 10)

D p value ( > .05)

Curiosity .180 .672 1.008

Offline patronage intention 7.057 .008 1.271
Offline purchase intention 9.259 .003 1.016

Condition 4: Correlation between dependent variables.

Curiosity Online patronage Online purchase

Curiosity 1
Online patronage .336** 1
Online purchase .476** .395** 1

**p < .01.

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