The Digital Dressing Room: Millennial Consumers Perception of Mobile Retailing

Persistent Link:
http://hdl.handle.net/10150/297787
Title:
The Digital Dressing Room: Millennial Consumers Perception of Mobile Retailing
Author:
Steinberg, Addison Michal
Issue Date:
2013
Publisher:
The University of Arizona.
Rights:
Copyright © 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.
Abstract:
This 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.
Type:
text; Electronic Thesis
Degree Name:
B.S.
Degree Level:
bachelors
Degree Program:
Honors College; Retailing and Consumer Sciences
Degree Grantor:
University of Arizona
Advisor:
Bhappu, Anita

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleThe Digital Dressing Room: Millennial Consumers Perception of Mobile Retailingen_US
dc.creatorSteinberg, Addison Michalen_US
dc.contributor.authorSteinberg, Addison Michalen_US
dc.date.issued2013-
dc.publisherThe University of Arizona.en_US
dc.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.en_US
dc.description.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.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineRetailing and Consumer Sciencesen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorBhappu, Anita-
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