Jin, Lingyao (2025) Comparison of Customer Experience in Traditional and Mixed Reality Fashion Shops. In: 2025 Academy of Marketing Science (AMS) Annual Conference : Going Back to the Roots of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science . Springer.
Full text not available from this repository.Abstract
Mixed reality technology has gained attention from omnichannel retailing but has yet to become mainstream. In order for stakeholders to understand its distinctions from traditional retailing, this study completed two 6-day sessions of comparison observation in a fashion retail shop in London, UK. Through field observation methods, the study aims to explore the differences in consumer behaviour in a traditional shop compared to user behaviour in a mixed reality brick-and-mortar shop. The participation of 68 customers were invited to participate through a mixed reality (MR) product configurator application and MR see-through head-mounted displays. Empirical results show that mixed reality customer experiences in brick-and-mortar shops increase customer engagement and touchpoints, extend customer dwell time, and deliver positive sentiment. In contrast, such interaction requires a well-planned space design while suggesting a 2:4 floor plan ratio interaction space that allows walking postures. This study addresses important implications for retailers in developing mixed reality retail management strategies, understanding consumer experience demands, and positively impacting researchers regarding prospective research directions.