SPEAKER：杨帅，东华大学管理学院教授

TIME/DATE：2026.1.9  13:30-15:00

CLASSROOM：A206

ABSTRACT：

The application of virtual fitting rooms (VFR) in online retailing, a revolutionary use of virtual reality technology, has drawn significant attention from both researchers and practitioners. Despite its growing popularity, the impact of VFR on sales and consumer perception remains unclear, with many retailers hesitant to adopt it due to concerns about profitability. Through a series of research tests, we examine the causal effects of VFR design on sales and consumer perceptions. Our findings reveal that while VFR can positively influence sales, its improper use can backfire. We also identify the asymmetric effects of VFR usage based on consumer body types, offering actionable managerial solutions to mitigate adverse effects. These insights provide valuable guidance for retailers to effectively implement VFR technology, driving both business performance and improved consumer experience.

GUEST BIO：

杨帅，东华大学管理学院教授、博导、副院长，国家文化英才工程（青年）入选者，上海东方英才计划（青年）入选者，宝钢优秀教师。从事数字营销理论与智能模型等研究，在JMR、MISQ、ISR、JMIS等期刊发表学术论文30余篇；担任中国高等院校市场学研究会常务理事、上海市管理科学学会副理事长等职务。