报告人简介：熊桂洋博士系美国雪城大学商学院助理教授。毕业于美国埃默里大学商学院。研究方向主要包括广告、电子营销、社交媒体等。研究成果主要发表在Journal of Marketing、Journal of Marketing Research、Management Science、Journal of the Academy of Marketing Science等国际顶级期刊上，系多个国际顶级期刊的匿名审稿人。

报告内容简介：Virtual fitting room is an important application of the virtual reality technology in retail. However, its impact on consumer purchases and retailer profitability remains unclear based on the literature. The presentation consists of two studies based on large-scale field data. The first study focuses on the impact of VFR designs on sales and post-sales outcomes, and the second study reveals how the impact of VFR varies across consumer groups and product types.