Unrevealing the Dynamic Impact of Extended Reality Adoption on Offline Channel Performance

科研成果详情

题名	Unrevealing the Dynamic Impact of Extended Reality Adoption on Offline Channel Performance
作者	Fang，Jie 1; Xiong，Bingqing 2; Li，Wilson 2; Song，Xiaofei 1
发表日期	2023
会议录名称	29th Annual Americas Conference on Information Systems, AMCIS 2023
摘要	The substantial attention of extended reality (XR) technology poses challenges for multichannel retailers. On the one hand, retailers’ adoption of XR can enhance consumers’ online shopping experience and stimulate their purchases. On the other hand, XR technology replace the necessity for multichannel retailers to operate physical stores, which reflects the need to optimize channel structures while adopting XR. To ascertain how the multichannel retailers can outperform under such circumstances, this study combines the data sources of online website information and offline transaction information for over 1,100 global multichannel retailers from 2018 to 2022, thus involves 13497 monthly-brand observations. By using the fixed-effects model, the current study found that XR adoption duration has a non-linear impact on offline store conversion rate, which can initially increase customers’ purchase decision in offline stores, but then turns to result in the negative impacts. Moreover, there are nuanced effects for XR with and without the affordance of create-ability. Findings of the paper aims to provide managerial implications for multichannel retailers to optimize channel structure and adopt XR technology for creating positive cross-channel synergy.
关键词	create-ability cross-channel impact Extended reality adoption time-varying perspective
URL	查看来源
语种	英语English
Scopus入藏号	2-s2.0-85192926111
引用统计
文献类型	会议论文
条目标识符	https://repository.uic.edu.cn/handle/39GCC9TT/12924
专题	个人在本单位外知识产出
作者单位	1.Nottingham University Business School China,University of Nottingham Ningbo China,Ningbo,China 2.Information Systems and Business Analytics,Deakin University,Melbourne,Australia
推荐引用方式 GB/T 7714	Fang，Jie,Xiong，Bingqing,Li，Wilsonet al. Unrevealing the Dynamic Impact of Extended Reality Adoption on Offline Channel Performance[C], 2023.