Anthropomorphism and augmented reality in the retail environment

Esch, Patrick van; Arli, Denni; Gheshlaghi, Mahnaz Haji; Andonopoulos, Vicki; Heidt, Tania von der; Northey, Gavin

doi:10.1016/j.jretconser.2019.03.002

Cited by 136 publications

(111 citation statements)

References 57 publications

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“…As for digital technology, we argue that it is not only seen as a particular type of technology but also a representation of a lifestyle and a new way of working that is completely different from the previous one (Kaifi et al, 2012; van Esch et al, 2019). Characterized by openness, mobility, personalization, interactivity, and dynamics, digital technologies help reshaping business and social practices to achieve a higher level of effectiveness and efficiency (de Ruyter et al, 2018; Foroudi et al, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Digital Readiness and Acceptance of Mobile Advertising

Nasution

Arnita

Azzahra

2021

Australasian Marketing Journal

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Current research suggests that individual readiness toward technology plays a significant factor in the acceptance of technology products and applications. However, the current measure of technology readiness is too general to be applicable to digital technologies and the accompanying disruption and lifestyle changes. We offer digital readiness that consists of attitudinal and action digital readiness as a specific measure of individual readiness toward digital technology. We tested the influence of both attitudinal and action digital readiness toward the acceptance of mobile advertising among 162 millennials aged between 17 and 24 years in Indonesia. The results show that digital readiness has a significant influence on the acceptance of mobile advertising among millennials. We contribute to the theory of the acceptance of digital mobile advertising by employing digital readiness within the technology acceptance model (TAM) model. Our managerial implications highlight mobile advertising strategies for targeting millennials.

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Section: Literature Reviewmentioning

confidence: 99%

Digital Readiness and Acceptance of Mobile Advertising

Nasution

Arnita

Azzahra

2021

Australasian Marketing Journal

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“…Reviewed literature [1], [4], [5], [9], [12], [15], [18], [19], [21], [22], [23], [24], [25], [27], [31], [34], [35], [36], [38], [39], [40], [41], [42], [44], [45], [48], [49], [52], [53]…”

Section: Table 1: Final Pool Of Reviewed Literaturementioning

confidence: 99%

“…3,54]. As of yet, it is still unclear whether and how AR can provide inferior or superior consumer experience in retail environments and specifically in E-Commerce, that is the activity of electronically buying and selling products [41,49].…”

Section: Introductionmentioning

confidence: 99%

The Use of Augmented Reality in Retail: A Review of Literature

Riar

Korbel

et al. 2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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Novel digital technologies are affording ways to superimpose perceptual information (be it auditory, visual, haptic or olfactory) onto our reality, e.g. in retail environments. These technologies that aim to enhance reality are generally called Augmented Reality (AR) technologies. Today, the field of research focused on AR retail has evolved to mature enough state that an overview of the state-of-the-art, results and ways in which AR has been employed in research is needed. Therefore, in this study we conduct a systematic literature review of the academic corpus focused on AR retail. We report on how and where AR is employed in retail, what technological characteristics of AR are commonly analyzed as well as what potential psychological and behavioral outcomes AR is capable of evoking. Overall, AR is a technology with high potential for in-store and remote (online) shopping in terms of evoking both utilitarian and hedonic experiences.

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“…Researchers could follow the lead of AR marketing studies from Haugstvedt and Krogstie (2012), Rese, Schreiber, and Baier (2014), Spreer and Kallweit (2014), and Huang and Liao (2015) to help guide and adapt future AR adoption and acceptance research into sport. Outside of acceptance research, AR marketing studies could also lead the way for sport researchers that want to conduct theory-based research into media characteristics (Javornik, 2016), interactive advertising (Beck & Crie, 2018), brand attitude (Rauschnabel et al, 2019), experiential value (Dacko, 2017), and consumer-brand relationships (van Esch et al, 2019).…”

Section: Academic Research and Ar In Sportmentioning

confidence: 99%

Augmented Reality in Sport Marketing

Goebert

2020

sij

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The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how it can be used by citing examples of how it has been used in sport marketing to this point. Specifically, the paper discusses the three most common classifications of AR for marketing and their role in sport: advertising/promotion, product management, and customer service. The types of AR delivery systems (e.g., HMD, projector-based, smartphone, broadcast AR) are also discussed to clarify that AR is a grouping of technologies and not just one hardware platform. Sport and non-sport examples of AR implementations of the different classifications and delivery systems are provided in this text. Three recommendations are provided for AR development and implementation, namely that sport AR activations should be a complement to the sport product, focus on visual appeal, and strive for immersion. These recommendations are grounded in academic research and intended to assist practitioners planning to implement AR as part of their marketing strategy.

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Anthropomorphism and augmented reality in the retail environment

Cited by 136 publications

References 57 publications

Digital Readiness and Acceptance of Mobile Advertising

Digital Readiness and Acceptance of Mobile Advertising

The Use of Augmented Reality in Retail: A Review of Literature

Augmented Reality in Sport Marketing

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