Can augmented reality replace physical trial for the online purchase of experience goods?

Résumé 0

• ObjectivesThis research aims to understand whether, during an online purchase, a virtual trial in augmented reality is likely to replace a physical trial, helping to make a decision to buy or not. We focus on experience goods, i.e. goods that need to be used to be fully evaluated. • MethodologyWe first conducted a qualitative study (17 semi-structured interviews with consumers), followed by a quantitative study to build a typology (N= 349). • ResultsThe first study highlights a lack of confidence in augmented reality. The second study draws up a typology of three consumer profiles - pro-online, pro-offline and pragmatists – and shows that only the first profile requires a virtual trial in AR to make a decision. • Managerial implicationsThis research shows that, for experience goods, augmented reality cannot satisfy all consumer profiles. Brands are therefore encouraged to combine several alternatives to physical trial, to reach their entire target audience. • OriginalityThe originality of this work is twofold. Firstly, studying the usefulness of augmented reality trial for the specific category of experience goods. Secondly, using a mixed-methods approach.