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Anthropomorphism and augmented reality in the retail environment
van Esch, P and Arli, DI and Gheshlaghi, MH and Andonopoulos, V and von der Heidt, T and Northey, G, Anthropomorphism and augmented reality in the retail environment, Journal of Retailing and Consumer Services, 49 pp. 35-42. ISSN 0969-6989 (2019) [Refereed Article]
Copyright 2019 Elsevier Ltd.
The fourth industrial revolution is making possible augmented reality (AR), which has the potential, among other things, to alter profoundly the ways in which individuals purchase and consume goods. Yet despite significant growth in the AR industry, the impact of this technology on consumers and other stakeholders in the retail environment has been little explored. In particular, the influence of anthropomorphism on consumers' perceptions of AR in the retail environment remains poorly understood. Specifically, randomly selected adults (n = 319) participated in a field based retail shopping experience using augmented reality on a mobile device, the findings presented here demonstrate that anthropomorphism indeed influences consumers' experiences of AR and their attitudes toward brands that use it. This study therefore has important theoretical implications as well as practical implications for managers. We begin by elaborating a theory of anthropomorphism in the context of retail marketing that can account for consumers' perceptions of AR in general. We then discuss how our findings can assist managers in the retail sector in leveraging the anthropomorphisation of AR as part of the effort to build effective relationships with their customers. Our findings further suggest that brands benefit when managers make AR a key part of the retail experience.
|Item Type:||Refereed Article|
|Keywords:||augmented reality (AR), anthropomorphism, digital marketing|
|Research Division:||Commerce, Management, Tourism and Services|
|Research Field:||Marketing technology|
|Objective Division:||Information and Communication Services|
|Objective Group:||Information systems, technologies and services|
|Objective Field:||Artificial intelligence|
|UTAS Author:||Arli, DI (Dr Denni Arli)|
|Web of Science® Times Cited:||69|
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