IIMS Journal of Management Science
Search
1 MDU-CPAS, Gurugram, Haryana, India
2 Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (http://www.creativecommons.org/licenses/by-nc/4.0/) which permits non-Commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages (https://us.sagepub.com/en-us/nam/open-access-at-sage).
During the lockdown period of this pandemic, online retailing is getting the place of offline retail. This study provides an insight about the mental imagery of customers toward the new developing technology: virtual try-on. This descriptive study provides empirical evidence that virtual try-on technology influences the customer’s mental imagery toward the product presented on an online platform. Primary data were collected from 142 online customers of the Delhi NCR region. Various journals, websites, and reports were used to collect secondary data. Mean, standard deviation, and one sample t-test were used to study the significance of different dimensions on mental imagery toward virtual try-on technology in this pandemic period. Three dimensions of mental imagery have been studied, namely “vividness, quantity, and elaboration.” The findings of this study show that virtual try-on technology positively influences all the dimensions of mental imagery. E-tailers might get help from these findings and frame their strategies accordingly to attract more traffic on their website, increase sales outcomes, and get competitive advantages during and after this pandemic.
Augmented reality, virtual try-on, mental imagery, vividness, elaboration
JEL Classification: M31, O33, O31, O32
Babin, L. A., & Burns, A. C. (1998). A modified scale for the measurement of communication-evoked mental imagery. Psychology and Marketing, 15(3), 261–278.
Bone, P. F., & Ellen, P. S. (1992). The generation and consequences of communication-evoked imagery. Journal of Consumer Research, 19(1), 93. https://doi.org/10.1086/209289
Bonetti, F., Warnaby, G., & Quinn, L. (2018). Augmented reality and virtual reality. In T. Jung & M. C. Tom Dieck (Eds.), Augmented reality and virtual reality: Empowering human, place and business. https://doi.org/10.1007/978-3-319-64027-3
Cheng, L.-K., & Toung, C.-L. (2021). More fluency of the mental imagery, more effective? Journal of Social Marketing, 11(1), 1–24. https://doi.org/10.1108/JSOCM-03-2020-0031
Choi, Y. K., & Taylor, C. R. (2014). How do 3-dimensional images promote products on the Internet? Journal of Business Research, 67(10), 2164–2170. https://doi.org/10.1016/j.jbusres.2014.04.026
Dahl, D. W., Chattopadhyay, A., & Gorn, G. J. (1999). The use of visual mental imagery in new product design. Journal of Marketing Research, 36(1), 18. https://doi.org/10.2307/3151912
Farshid, M., Paschen, J., Eriksson, T., & Kietzmann, J. (2018). Go boldly! Business Horizons, 61(5), 657–663. https://doi.org/10.1016/j.bushor.2018.05.009
Gavilan, D., Avello, M., & Abril, C. (2014). The mediating role of mental imagery in mobile advertising. International Journal of Information Management, 34(4), 457–464. https://doi.org/10.1016/j.ijinfomgt.2014.04.004
Ha, S., Huang, R., & Park, J.-S. (2019). Persuasive brand messages in social media: A mental imagery processing perspective. Journal of Retailing and Consumer Services, 48, 41–49. https://doi.org/10.1016/j.jretconser.2019.01.006
Huang, R., & Ha, S. (2021). The role of need for cognition in consumers’ mental imagery: A study of retail brand’s Instagram. International Journal of Retail & Distribution Management, 49(2), 242–262. https://doi.org/10.1108/IJRDM-04-2020-0146
Khrouf, L., & Frikha, A. (2016). Web-surfers’ conative reactions to the website’s dominant hue: Mental imagery’s role. Internet Research, 26(5), 1249–1268. https://doi.org/10.1108/IntR-01-2014-0015
Lao, A. (2013). Mental imagery and its determinants as factors of consumers emotional and behavioural responses: Situation analysis in online shopping. Recherche et Applications En Marketing (English Edition), 28(3), 58–81. https://doi.org/ 10.1177/2051570713505479
Lao, A., Vlad, M., & Martin, A. (2021). Exploring how digital kiosk customer experience enhances shopping value, self-mental imagery and behavioral responses. International Journal of Retail & Distribution Management, 49(7), 817–845. https://doi.org/10.1108/IJRDM-09-2020-0357
Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Marketing research: An applied approach (5th ed.). Pearson Education Limited.
Neck, C. P., & Manz, C. C. (1992). Thought self-leadership: The influence of self-talk and mental imagery on performance. Journal of Organizational Behavior, 13(7), 681–699. https://doi.org/10.1002/job.4030130705
Overmars, S., & Poels, K. (2015). How product representation shapes virtual experiences and re-patronage intentions: the role of mental imagery processing and experiential value. The International Review of Retail, Distribution and Consumer Research, 25(3), 236–259. https://doi.org/10.1080/09593969.2014.988279
Park, M., & Yoo, J. (2020, January). Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective. Journal of Retailing and Consumer Services, 52, 101912. https://doi.org/10.1016/j.jretconser.2019.101912
Rathee, V., & Kumari, S. (2020). Impact of 3D technology on consumer buying behavior : A review of literature approach. Wesleyan Journal of Research, 13(4), 64–75.
Schlosser, A. E. (2003). Experiencing products in the virtual world: The role of goal and imagery in influencing attitudes versus purchase intentions. Journal of Consumer Research, 30(2), 184–198. https://doi.org/10.1086/376807
Skard, S., Knudsen, E. S., Sjåstad, H., & Thorbjørnsen, H. (2021, June). How virtual reality influences travel intentions: The role of mental imagery and happiness forecasting. Tourism Management, 87, 104360. https://doi.org/10.1016/j.tourman.2021.104360
Suh, A., & Prophet, J. (2018). The state of immersive technology research: A literature analysis. Computers in Human Behavior, 86, 77–90. https://doi.org/10.1016/j.chb. 2018.04.019
Sun, D., Xu, L., Zhang, L., & Cui, N. (2019). How augmented reality affects people’s perceptions: Adoption of AR in product display improves consumers’ product attitude. Journal of Physics: Conference Series, 1288(1), 012037. https://doi.org/10.1088/1742–6596/1288/1/012037
Walters, G., Sparks, B., & Herington, C. (2007). The effectiveness of print advertising stimuli in evoking elaborate consumption visions for potential travelers. Journal of Travel Research, 46(1), 24–34. https://doi.org/10.1177/0047287507302376
Wu, J., Wang, F., Liu, L., & Shin, D. (2020, February). Effect of online product presentation on the purchase intention of wearable devices: The role of mental imagery and individualism–collectivism. Frontiers in Psychology, 11, 1–14. https://doi.org/10.3389/fpsyg.2020.00056
Wu, R., & Li, Y. (2021). The effect of human model image backgrounds on consumer responses: Empirical evidence from a Chinese apparel e-retailer. Asia Pacific Journal of Marketing and Logistics, 33(8), 1844–1860. https://doi.org/10.1108/APJML-05-2020-0343
Yoo, J., & Kim, M. (2014). The effects of online product presentation on consumer responses: A mental imagery perspective. Journal of Business Research, 67(11), 2464–2472. https://doi.org/10.1016/j.jbusres.2014.03.006
Zhou, F., Duh, H. B.-L., & Billinghurst, M. (2008, September). Trends in augmented reality tracking, interaction and display: A review of ten years of ISMAR. In 2008 7th IEEE/ACM International Symposium on Mixed and Augmented Reality (pp. 193–202). IEEE. https://doi.org/10.1109/ISMAR.2008.4637362
