TY - GEN
T1 - User experiences with augmented reality advertising applications
T2 - 2012 International Conference on Human-Centric Computing, HumanCom 2012
AU - Sung, Jungyeon
AU - Cho, Kwangsu
PY - 2012
Y1 - 2012
N2 - Augmented reality (AR) is of interest to the subject of a growing field of research. We investigate user experiences of AR advertisement, using experiments examining the perspective of a new ad type, AR ad. The study was designed to examine differences in the main features and telepresence between AR and 2-D advertising. Significant overall differences in entertainment and interactivity were found between AR and 2-D ad. The entertainment in 2-D ad was positively influenced on user's attitude toward product and the impact of the interactivity in 2-D ad wasn't significant. Conversely, the entertainment in AR ad wasn't significant and the interactivity was positively influenced on attitude. These findings are explained on the basis of experiential learning theory and helpful to offer guidelines of AR advertising applications and understand user's attitude.
AB - Augmented reality (AR) is of interest to the subject of a growing field of research. We investigate user experiences of AR advertisement, using experiments examining the perspective of a new ad type, AR ad. The study was designed to examine differences in the main features and telepresence between AR and 2-D advertising. Significant overall differences in entertainment and interactivity were found between AR and 2-D ad. The entertainment in 2-D ad was positively influenced on user's attitude toward product and the impact of the interactivity in 2-D ad wasn't significant. Conversely, the entertainment in AR ad wasn't significant and the interactivity was positively influenced on attitude. These findings are explained on the basis of experiential learning theory and helpful to offer guidelines of AR advertising applications and understand user's attitude.
UR - http://www.scopus.com/inward/record.url?scp=84870757476&partnerID=8YFLogxK
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U2 - 10.1007/978-94-007-5086-9_2
DO - 10.1007/978-94-007-5086-9_2
M3 - Conference contribution
AN - SCOPUS:84870757476
SN - 9789400750852
T3 - Lecture Notes in Electrical Engineering
SP - 9
EP - 15
BT - Human Centric Technology and Service in Smart Space, HumanCom 2012
Y2 - 6 September 2012 through 8 September 2012
ER -