報告題目：Virtual Reality in Retail: Effects of Virtual Fitting Rooms

報告人：熊桂洋博士

報告時間： 2018年12月21日下午2：00

地點： 旭日樓306教室

報告内容簡介：Virtual fitting room is an important application of the virtual reality technology in retail. However, its impact on consumer purchases and retailer profitability remains unclear based on the literature. The presentation consists of two studies based on large-scale field data. The first study focuses on the impact of VFR designs on sales and post-sales outcomes, and the second study reveals how the impact of VFR varies across consumer groups and product types.

報告人簡介：熊桂洋博士是美國雪城大學商學院助理教授。他畢業于美國埃默裡大學商學院。他的研究興趣主要包括廣告、電子營銷、社交媒體等。他的研究成果主要發表在Journal of Marketing、Journal of Marketing Research、Management Science、Journal of the Academy of Marketing Science等國際頂級期刊上，并且是多個國際頂級期刊的匿名審稿人。