Journal article
Anthropomorphism and augmented reality in the retail environment
Journal of Retailing and Consumer Services, Vol.49, pp.35-42
07/2019
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Source: InCites
Abstract
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.
Details
- Title
- Anthropomorphism and augmented reality in the retail environment
- Creators
- Patrick van Esch - Western Sydney UniversityDenni Arli - Griffith UniversityMahnaz Haji Gheshlaghi - University of New South WalesVicki Andonopoulos - School of Marketing, University of New South Wales, Sydney, NSW 2052, AustraliaTania von der Heidt - Southern Cross UniversityGavin Northey - University of Auckland
- Publication Details
- Journal of Retailing and Consumer Services, Vol.49, pp.35-42
- Publisher
- Elsevier Ltd
- Identifiers
- 991012927092102368
- Copyright
- © 2019 Elsevier Ltd. All rights reserved.
- Academic Unit
- School of Business and Tourism; Faculty of Business, Law and Arts
- Language
- English
- Resource Type
- Journal article