To Adopt or Not: The Paradox of AR Fitting Technology in Retail Channels

Published Online:https://doi.org/10.1287/isre.2024.1425

References

  • Adida E, Mamani H, Nassiri S (2017) Bundled payment vs. fee-for-service: Impact of payment scheme on performance. Management Sci. 63(5):1606–1624.LinkGoogle Scholar
  • Baron O, Chen X, Li Y (2023) Omnichannel services: The false premise and operational remedies. Management Sci. 69(2):865–884.LinkGoogle Scholar
  • Bavafa H, Hitt LM, Terwiesch C (2018) The impact of e-visits on visit frequencies and patient health: Evidence from primary care. Management Sci. 64(12):5461–5480.LinkGoogle Scholar
  • Çakıcı ÖE, Mills AF (2025) Telehealth in acute care: Pay parity and patient access. Manufacturing Service Oper. Management 27(1):40–58.LinkGoogle Scholar
  • Chen M, Hu M, Wang J (2022) Food delivery service and restaurant: Friend or foe? Management Sci. 68(9):6539–6551.LinkGoogle Scholar
  • Chen L, Lee H, Yao S (2025) Ultra-fresh fashion: Creating demand with freshness and agility. Management Sci., ePub ahead of print August 20, https://doi.org/10.1287/mnsc.2024.06249.Google Scholar
  • Choudhury V, Karahanna E (2008) The relative advantage of electronic channels: A multidimensional view. MIS Quart. 32(1):179–200.CrossrefGoogle Scholar
  • Cui S, Wang Z, Yang L (2020) The economics of line-sitting. Management Sci. 66(1):227–242.LinkGoogle Scholar
  • Cui S, Wang Z, Yang L (2023) Innovative Priority Mechanisms in Service Operations: Theory and Applications (Springer Nature, Cham, Switzerland).CrossrefGoogle Scholar
  • Fan W, Zhou Q, Qiu L, Kumar S (2023) Should doctors open online consultation services? An empirical investigation of their impact on offline appointments. Inform. Systems Res. 34(2):629–651.LinkGoogle Scholar
  • Gallino S, Moreno A (2014) Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Sci. 60(6):1434–1451.LinkGoogle Scholar
  • Gao F, Su X (2017) Online and offline information for omnichannel retailing. Manufacturing Service Oper. Management 19(1):84–98.LinkGoogle Scholar
  • Gao F, Su X (2018) Omnichannel service operations with online and offline self-order technologies. Management Sci. 64(8):3595–3608.LinkGoogle Scholar
  • Ghose A, Goldfarb A, Han SP (2013) How is the mobile internet different? Search costs and local activities. Inform. Systems Res. 24(3):613–631.LinkGoogle Scholar
  • Ghose A, Li B, Liu S (2019) Mobile targeting using customer trajectory patterns. Management Sci. 65(11):5027–5049.LinkGoogle Scholar
  • Grover V, Zhan X, Sun H, Jiang D (2025) Fashionable consumer technology, IT fashion, and consumer behavior. Inform. Systems Res. 36(3):1293–1313.LinkGoogle Scholar
  • Guan X, Li K, Wu H (2025) A blessing or a curse? Teletriage service in healthcare. Management Sci. 71(11):9670–9686.LinkGoogle Scholar
  • Guo P, Lindsey R, Zhang ZG (2014) On the Downs–Thomson paradox in a self-financing two-tier queuing system. Manufacturing Service Oper. Management 16(2):315–322.LinkGoogle Scholar
  • Gupta S, Roy A, Kumar S, Mudambi R (2023) When worse is better: Strategic choice of vendors with differentiated capabilities in a complex cocreation environment. Management Sci. 69(5):2833–2851.LinkGoogle Scholar
  • Hao L, Kumar S (2024) Benefit of consumer showrooming for a physical retailer: A distribution channel perspective. Management Sci. 70(8):5208–5225.LinkGoogle Scholar
  • Hassin R (2016) Rational Queueing (CRC Press, Taylor and Francis Group, Boca Raton, FL).CrossrefGoogle Scholar
  • Hassin R, Haviv M (2003) To Queue or Not to Queue: Equilibrium Behavior in Queueing Systems (Kluwer Academic Publishers, Boston).CrossrefGoogle Scholar
  • Hitt LM, Frei FX (2002) Do better customers utilize electronic distribution channels? The case of PC banking. Management Sci. 48(6):732–748.LinkGoogle Scholar
  • Hong Y, Pavlou PA (2014) Product fit uncertainty in online markets: Nature, effects, and antecedents. Inform. Systems Res. 25(2):328–344.LinkGoogle Scholar
  • Jiang DL, Ye S, Zhao L, Gu B (2025) Do reductions in search costs for partial information on online platforms lead to better consumer decisions? Evidence of cognitive miser behavior from a natural experiment. Inform. Systems Res. 36(3):1780–1798.LinkGoogle Scholar
  • Jiang Z, Rai A, Sun H, Nie C, Hu Y (2024) How does online information influence offline transactions? Insights from digital real estate platforms. Inform. Systems Res. 35(3):1324–1343.LinkGoogle Scholar
  • Jing B (2018) Showrooming and webrooming: Information externalities between online and offline sellers. Marketing Sci. 37(3):469–483.LinkGoogle Scholar
  • Ke C, Wang R (2022) Cross-category retailing management: Substitution and complementarity. Manufacturing Service Oper. Management 24(2):1128–1145.LinkGoogle Scholar
  • Krüger K, Weking J, Fielt E, Böttcher T, Kowalkiewicz M, Krcmar H (2025) Value drivers for metaverse business models: A complementor perspective. J. Management Inform. Systems 42(1):143–173.CrossrefGoogle Scholar
  • Lenfle S, Midler C (2009) The launch of innovative product-related services: Lessons from automotive telematics. Res. Policy 38(1):156–169.CrossrefGoogle Scholar
  • Li M, Choi TY, Rabinovich E, Crawford A (2013) Self-service operations at retail stores: The role of inter-customer interactions. Production Oper. Management 22(4):888–914.CrossrefGoogle Scholar
  • Liu Y, Wang L, Yang S, Wang Y (2025) Artificial intelligence-powered digital streamers in online retail: Empirical insights and design strategies from experiments. Inform. Systems Res., ePub ahead of print August 26, https://doi.org/10.1287/isre.2023.0024.LinkGoogle Scholar
  • Lorenz J, Kruse LC, Recker J (2024) Creating and capturing value with physical-digital experiential consumer offerings. J. Management Inform. Systems 41(3):779–811.CrossrefGoogle Scholar
  • Luo X, Lu X, Li J (2019) When and how to leverage e-commerce cart targeting: The relative and moderated effects of scarcity and price incentives with a two-stage field experiment and causal forest optimization. Inform. Systems Res. 30(4):1203–1227.LinkGoogle Scholar
  • Luo X, Zhang Y, Zeng F, Qu Z (2020) Complementarity and cannibalization of offline-to-online targeting: A field experiment on omnichannel commerce. MIS Quart. 44(2):957–982.CrossrefGoogle Scholar
  • Mehra A, Saha RL (2018) Utilizing public betas and free trials to launch a software product. Production Oper. Management 27(11):2025–2037.CrossrefGoogle Scholar
  • Meuter ML, Ostrom AL, Roundtree RI, Bitner MJ (2000) Self-service technologies: Understanding customer satisfaction with technology-based service encounters. J. Marketing 64(3):50–64.CrossrefGoogle Scholar
  • Naor P (1969) The regulation of queue size by levying tolls. Econometrica 37(1):15–24.CrossrefGoogle Scholar
  • Ofek E, Katona Z, Sarvary M (2011) “Bricks and clicks”: The impact of product returns on the strategies of multichannel retailers. Marketing Sci. 30(1):42–60.LinkGoogle Scholar
  • Pamuru V, Khern-Am Nuai W, Kannan K (2021) The impact of an augmented-reality game on local businesses: A study of Pokémon Go on restaurants. Inform. Systems Res. 32(3):950–966.LinkGoogle Scholar
  • Pan R, Feng J (2025) Better is better? Signaling paradoxes in performance-based advertising. Inform. Systems Res. 36(2):1217–1227.LinkGoogle Scholar
  • Park Y, Bang Y, Ahn JH (2020) How does the mobile channel reshape the sales distribution in e-commerce? Inform. Systems Res. 31(4):1164–1182.LinkGoogle Scholar
  • Peukert C, Pfeiffer J, Meiβner M, Pfeiffer T, Weinhardt C (2019) Shopping in virtual reality stores: The influence of immersion on system adoption. J. Management Inform. Systems 36(3):755–788.CrossrefGoogle Scholar
  • Saha RL, Singha S, Kumar S (2021) Does congestion always hurt? Managing discount under congestion in a game-theoretic setting. Inform. Systems Res. 32(4):1347–1367.LinkGoogle Scholar
  • Saldanha TJ, Kathuria A, Khuntia J, Konsynski BR (2022) Ghosts in the machine: How marketing and human capital investments enhance customer growth when innovative services leverage self-service technologies. Inform. Systems Res. 33(1):76–109.LinkGoogle Scholar
  • Schanke S, Burtch G, Ray G (2021) Estimating the impact of “humanizing” customer service chatbots. Inform. Systems Res. 32(3):736–751.LinkGoogle Scholar
  • Shi Y, Alwan LC, Raghunathan S, Yu Y, Yue X (2021) Mobile consumer scanning technology: A replacement for interorganizational information systems for demand information learning in supply chains? Inform. Systems Res. 32(4):1431–1449.LinkGoogle Scholar
  • Song JS, Xue Z, Shen X (2026) Dynamic pricing and inventory control for substitutable products based on market conditions. Manufacturing Service Oper. Management 28(1):255–270.LinkGoogle Scholar
  • Steffen JH, Gaskin JE, Meservy TO, Jenkins JL, Wolman I (2019) Framework of affordances for virtual reality and augmented reality. J. Management Inform. Systems 36(3):683–729.CrossrefGoogle Scholar
  • Sun S, Lu SF, Rui H (2020) Does telemedicine reduce emergency room congestion? Evidence from New York State. Inform. Systems Res. 31(3):972–986.LinkGoogle Scholar
  • Susskind AM, Curry B (2016) An examination of customers’ attitudes about tabletop technology in full-service restaurants. Service Sci. 8(2):203–217.LinkGoogle Scholar
  • Tan TF, Netessine S (2020) At your service on the table: Impact of tabletop technology on restaurant performance. Management Sci. 66(10):4496–4515.LinkGoogle Scholar
  • Tan CH, Teo HH, Benbasat I (2010) Assessing screening and evaluation decision support systems: A resource-matching approach. Inform. Systems Res. 21(2):305–326.LinkGoogle Scholar
  • Tang P, Chen J, Raghunathan S (2023) Physical stores as warehouses for online channels: Implications for channel choices under competition. Inform. Systems Res. 34(4):1554–1581.LinkGoogle Scholar
  • Tushe S, Kc DS, Ding H, Yeung H (2025) Multichannel healthcare: Impact of asynchronous telemedicine adoption on patient flow. Manufacturing Service Oper. Management 27(1):59–74.LinkGoogle Scholar
  • Venkatesh V (2000) Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Inform. Systems Res. 11(4):342–365.LinkGoogle Scholar
  • Wang YY, Guo C, Susarla A, Sambamurthy V (2021) Online to offline: The impact of social media on offline sales in the automobile industry. Inform. Systems Res. 32(2):582–604.LinkGoogle Scholar
  • Wuttke D, Upadhyay A, Siemsen E, Wuttke-Linnemann A (2022) Seeing the bigger picture? Ramping up production with the use of augmented reality. Manufacturing Service Oper. Management 24(4):2349–2366.LinkGoogle Scholar
  • Xiong B, Fang J, Li W (2025) How the metaverse is reshaping multichannel retail through balancing complementarity and substitution. J. Management Inform. Systems 42(1):174–205.CrossrefGoogle Scholar
  • Xu Y, Ghose A, Xiao B (2024) Mobile payment adoption: An empirical investigation of Alipay. Inform. Systems Res. 35(2):807–828.LinkGoogle Scholar
  • Yan Z, Meng Z, Tan Y (2025) Does virtual reality help property sales? Empirical evidence from a real estate platform. Inform. Systems Res. 36(2):1011–1030.LinkGoogle Scholar
  • Yang S, Xiong G (2019) Try it on! Contingency effects of virtual fitting rooms. J. Management Inform. Systems 36(3):789–822.CrossrefGoogle Scholar
  • Yang L, Wang Z, Cui S (2021) A model of queue scalping. Management Sci. 67(11):6803–6821.LinkGoogle Scholar
  • Yang S, Xiong G, Mao H, Ma M (2023) Virtual fitting room effect: Moderating role of body mass index. J. Marketing Res. 60(6):1221–1241.CrossrefGoogle Scholar
  • Zhang S, Narayandas D (2026) Engaging customers with AI in online chats: Evidence from a randomized field experiment. Management Sci. 72(1):73–95.LinkGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.