Publicação
Experiencing AR in retail: The influence of moment marketing and avatars on consumer behaviour
| Resumo: | The development of augmented reality experiences is growing, as its adoption from companies and consumers registers a steady rise. As research is still catching up with the fast adoption of augmented reality solutions, the aim of this study was to investigate the effects of using a shopping assistant, through augmented reality technology, on the consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket store was developed, applying a moment marketing strategy, and using HoloLens glasses. By studying the reactions to a number of product suggestions, it was found that whilst the level of brand-moment fit is not yet a big influencer on consumers’ responses and behaviours, the presence of the avatar as the assistant impacts their decisions and heightens their cognitive responses. The results show that a media rich augmented reality experience influences how customers behave in a retail store, and how they make their purchase decisions, ultimately changing how consumers relate to the brands involved in such experiences. At a time when managers in every industry work to capture the attention of consumers, the present study shows how relevant content remains important in every communication activity, even in an innovative augmented reality retail shopping experience. |
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| Autores principais: | Amorim, Inês Dias da Silva Pessoa de |
| Assunto: | Augmented reality Moment marketing Social presence Avatar Emotions Retail Technology Marketing Novas tecnologias Realidade aumentada Venda a retalho Comportamento do consumidor -- Consumer behavior Emoção |
| Ano: | 2018 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The development of augmented reality experiences is growing, as its adoption from companies and consumers registers a steady rise. As research is still catching up with the fast adoption of augmented reality solutions, the aim of this study was to investigate the effects of using a shopping assistant, through augmented reality technology, on the consumers’ emotional and cognitive responses, and how it would affect their buying behaviours. A prototype of an application to assist consumers inside a supermarket store was developed, applying a moment marketing strategy, and using HoloLens glasses. By studying the reactions to a number of product suggestions, it was found that whilst the level of brand-moment fit is not yet a big influencer on consumers’ responses and behaviours, the presence of the avatar as the assistant impacts their decisions and heightens their cognitive responses. The results show that a media rich augmented reality experience influences how customers behave in a retail store, and how they make their purchase decisions, ultimately changing how consumers relate to the brands involved in such experiences. At a time when managers in every industry work to capture the attention of consumers, the present study shows how relevant content remains important in every communication activity, even in an innovative augmented reality retail shopping experience. |
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