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In a context of omnichannel distribution, the emergence of new technologies has transformed product try-on and it is now possible to try products virtually. This leads to reconsider the role that product try-on might play during the shopping journey and to formulate the following research question: What are the respective roles of virtual and physical product try-on in shaping consumers decision-making? We answer this question through a qualitative study, a field experiment and two scenario-based experiments. Results show that virtual try-on is perceived as a fun tool. It is also seen as a useful complement to physical try-on, but can not replace it, as it is less reliable and less accurate. This research contributes to both try-on and virtualization literature and provides managers with insight on how they can effectively make virtual and physical try-on coexist.

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