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 Group:	Marketing
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)
ID Code:	150309
Year Published:	2019
Web of Science® Times Cited:	69
Deposited By:	TSBE
Deposited On:	2022-06-07
Last Modified:	2022-09-12
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