| Titre : |
To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? |
| Type de document : |
Mémoire |
| Auteurs : |
Matthieu MARLIN, Auteur |
| Année de publication : |
2021 |
| Importance : |
25 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
TEXTILE SECTEUR ; VENTE DIRECTE
|
| Résumé : |
This paper contributes to the few existing researches about the influence of in-store augmented reality tools integration on physical shopping. More specifically, it shows that implementation of in-store augmented reality tools is contributing to enhance the consumer experience in physical stores and thus revitalize the latest. This phenomenon is particularly true for the new generations of consumers. So, our research question is the following: To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? We have tested three hypotheses in a quantitative methodology to verify if that there integrating augmented reality tools in physical fashion stores will eventually contribute to increase their commercial activity. All the respondents in my case study are French citizens living in France. Thus, the geographical area of this study has essentially been limited to France for a matter of coherence. As a result, our three hypotheses have been validated and match the analyses conducted in the literature review. |
| Programme : |
PGE-Rouen |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539242 |
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To what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? / 2021 
