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The Impact of Using a Robot Mannequin RoMa in Visual Merchandising

Author

Listed:
  • Amirmahdi Hassani

    (Sharif University of Technology, Tehran, Iran)

  • Ehsan Saffari

    (Sharif University of Technology, Tehran, Iran)

  • Alireza Taheri

    (Sharif University of Technology, Tehran, Iran)

  • Minoo Alemi

    (Islamic Azad University, Tehran, Iran)

  • Ali Meghdari

    (Islamic Azad University Tehran, Iran)

Abstract

Social robots applications are becoming more and more popular in our daily life. Advertising, in this case, apparel advertising, is an area that humans must deal with every day. RoMa is a social robot mannequin that has been designed and developed as a mobile robot for use in the field of advertising and visual trading. In this paper, characteristics such as the interaction of people with RoMa, the impact of using a social robot on the sustainability of a store’s brand name for customers, the desire to revisit the store for another purchase, and the robot's structural features were measured in a Tehran retail store using various tools such as questionnaires, cameras, and a microphone. Finally, customer preferences for the process of selecting and buying clothes as well as an examination of the mannequin’s display features have also been studied.

Suggested Citation

  • Amirmahdi Hassani & Ehsan Saffari & Alireza Taheri & Minoo Alemi & Ali Meghdari, 2019. "The Impact of Using a Robot Mannequin RoMa in Visual Merchandising," Proceedings of the 14th International RAIS Conference, August 19-20, 2019 013AA, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:epaper:013aa
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    References listed on IDEAS

    as
    1. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
    2. Darrat, Aadel A. & Darrat, Mahmoud A. & Amyx, Douglas, 2016. "How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 103-108.
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