2023
DOI: 10.1007/s10660-023-09687-4
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Magic mirror on the wall: Cross-buying at the point of sale

Abstract: Stationary retailers may introduce new technologies, such as augmented reality, to provide product information and recommendations and thus improve shopping experience. Examples of such augmented reality applications are magic mirrors that enable virtual try-on and may induce cross-buying intention. Based on an experimental scenario and the corresponding results from 301 questionnaires, we find that magic mirrors positively impact consumers’ cross-buying intention. Cross-buying behavior depends particularly on… Show more

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Cited by 8 publications
(1 citation statement)
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References 90 publications
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“…The integration of further moderators and mediators could generate additional insights into when and why AR leads to brand love. Finally, AR is not limited to smartphones or tablets; the effects could also be studied on wearables ("smart glasses", "headsets") or virtual mirrors in stores (Schultz & Gorlas, 2023).…”
Section: Limitations and Future Researchmentioning
confidence: 99%
“…The integration of further moderators and mediators could generate additional insights into when and why AR leads to brand love. Finally, AR is not limited to smartphones or tablets; the effects could also be studied on wearables ("smart glasses", "headsets") or virtual mirrors in stores (Schultz & Gorlas, 2023).…”
Section: Limitations and Future Researchmentioning
confidence: 99%