Abstract

This study presents one of the earliest empirical studies that evaluates the effects of different interactivity and message design aspects of augmented reality (AR) advertising on consumer response. Specifically, this research examined whether and how AR interaction type (i.e., instrumental versus hedonic), ad context (i.e., realistic versus imaginative), and product type (think versus feel) jointly influence perceived ad informativeness and brand liking. A laboratory experiment with 213 college students was conducted using print ads with marker-based AR technology. The results suggested the effectiveness of instrumental AR interaction and the mediating role of telepresence. Based on the study findings, theoretical and strategic implications are discussed.

摘要

这项研究提出了最早的经验研究之一，该研究评估了增强现实（AR）广告的不同交互性和消息设计方面对消费者响应的影响。具体而言，这项研究检查了AR交互类型（即工具性与享乐性），广告上下文（即现实性与想象力）和产品类型（思想与感觉）是否以及如何共同影响感知到的广告信息和品牌喜好。使用带有基于标记的AR技术的平面广告，对213名大学生进行了实验室实验。结果表明，仪器AR交互的有效性和远程呈现的中介作用。基于研究结果，讨论了理论和战略意义。