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An Exploratory Study on User Experience of Augmented Reality Advertising

증강현실 광고의 사용자경험에 대한 탐색적 연구

  • Sung, Jungyeon (Dept. of Business Administration, Sungkyul University) ;
  • Jo, Jae-wook (Inst. of Management Research, Sungkyunkwan University)
  • 성정연 (성결대학교 경영학부) ;
  • 조재욱 (성균관대학교 경영연구소)
  • Received : 2016.06.24
  • Accepted : 2016.08.20
  • Published : 2016.08.28

Abstract

Augmented Reality(AR) has been further developed through connectivity with Artificial Intelligence (AI), Big Data, the Internet of Things(IoT). The interest of AR in the advertising is on the increase. However, it needs to explore the use of AR technology in advertising based on user experience rather than the technical aspects. This study is very significant in that it is the exploratory study which provides guidelines in the field of utilizing AR, particularly based on direct user experience. In addition, through a quantitative survey, it checks the validity of the present study to verify the impact of utilitarian, experiential value of AR ad on brand attitude as consumer attitude. The characteristics of AR ad based on user experience through this study will provide guidance to utilize AR ad, utilizing AR technology in various fields, such as education and exhibitions in developing convergence contents that can provide practical value.

Keywords

Augmented Reality;User experience;Utilitarian Value;Experiential Value;Consumer Attitude;Convergence Contents

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