虚拟混搭试装对线上销售的影响研究
The Impact of Virtual Mix-and-Match Trial on Online Sales
摘要: 随着电商零售市场的迅速发展，新的信息交互技术不断诞生。如2D图片展示、混搭试衣、3D虚拟试衣等技术的应用都为消费者在线购物提供了更多的产品信息和更加丰富的感知体验。已有的研究认为，信息交互技术的使用能够影响消费者态度，促进线上销售。本文通过分析一个服装零售品牌的虚拟混搭试装效果，发现虚拟混搭试装功能的应用可以提高服装产品的线上销量。研究结果为时尚品牌提供了线上零售的营销思路，也为日后对更复杂的信息交互技术的研究提供了参考。
Abstract: With the rapid development of e-commerce retail market, new information interaction technologies are born constantly. For example, applications such as 2D picture display, mix-and-match, and 3D virtual fitting all provide consumers with more product information and perceptual experience for online shopping. Existing research believes that the use of information interaction technology can promote online sales. Through analyzing the effectiveness of virtual mix-and-match trial on an apparel brand’s online sales, we found that virtual mix-and-match trial increased products’ online sales. This study provides implications for fashion retailers, and guidelines future research on more advanced information interaction technology.
文章引用：宋晓燕, 杨帅. 虚拟混搭试装对线上销售的影响研究[J]. 现代市场营销, 2025, 15(1): 1-9. https://doi.org/10.12677/mom.2025.151001

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