The Digital Dressing Room: Millennial Consumers Perception of Mobile Retailing
AuthorSteinberg, Addison Michal
MetadataShow full item record
PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractThis paper explores consumer’s shopping experience using an innovative technology of a digital dressing room. In a focus group, consumers were exposed to and shared their opinions about the new shopping app called VIZL, which was evaluated based on the dimensions of visual information, social interaction, and customization. Analyses of the focus group data suggest that mobile shopping using VIZL is vastly different from the tangible or online shopping experience. Specifically, the level of customization with the app is better in comparison with in-store shopping. The quality of social interaction was superior when compared with online. Lastly, the visual information the app portrays is weak in contrast with online shopping.
Degree ProgramHonors College
Retailing and Consumer Sciences