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“It’s So Real!” Understanding the Interaction and Context Effects of Augmented Reality Advertising
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Experimental Research
Abstract
This study presents one of the earliest empirical studies that evaluate the effects of different technological and message design aspects of augmented reality advertising on consumer response. We examined whether and how augmented reality (AR) enriches consumers’ response to traditional print advertisements, and how different AR interactions (i.e., instrumental versus hedonic), ad context (i.e., realistic versus imaginative), product types (think versus feel), affect telepresence to influence perceived ad informativeness and consumers’ attitude towards the brand. A lab experimental design using print ads with marker-based AR technology created specifically for this study was conducted. Results highlight the effectiveness of instrumental AR interaction and the mediating role of telepresence. Based on the study findings, strategic implications are provided.
First & Corresponding Author
Wanhsiu Tsai, University of Miami
Authors in the order to be printed.
Wan-Hsiu Sunny Tsai, Shiyun Tian, Ching-Hua Chuan, Cong Li