User experiences with augmented reality advertising applications: Focusing on perceived values and telepresence based on the experiential learning theory

Jungyeon Sung; Kwangsu Cho

doi:10.1007/978-94-007-5086-9_2

User experiences with augmented reality advertising applications: Focusing on perceived values and telepresence based on the experiential learning theory

Jungyeon Sung, Kwangsu Cho

Graduate School of Information

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

4 Citations (Scopus)

Abstract

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.

Original language	English
Title of host publication	Human Centric Technology and Service in Smart Space, HumanCom 2012
Pages	9-15
Number of pages	7
DOIs	https://doi.org/10.1007/978-94-007-5086-9_2
Publication status	Published - 2012 Dec 13
Event	2012 International Conference on Human-Centric Computing, HumanCom 2012 - Gwangju, Korea, Republic of Duration: 2012 Sep 6 → 2012 Sep 8

Publication series

Name	Lecture Notes in Electrical Engineering
Volume	182 LNEE
ISSN (Print)	1876-1100
ISSN (Electronic)	1876-1119

Other

Other	2012 International Conference on Human-Centric Computing, HumanCom 2012
Country	Korea, Republic of
City	Gwangju
Period	12/9/6 → 12/9/8

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All Science Journal Classification (ASJC) codes

Industrial and Manufacturing Engineering

Cite this

Sung, J., & Cho, K. (2012). User experiences with augmented reality advertising applications: Focusing on perceived values and telepresence based on the experiential learning theory. In Human Centric Technology and Service in Smart Space, HumanCom 2012 (pp. 9-15). (Lecture Notes in Electrical Engineering; Vol. 182 LNEE). https://doi.org/10.1007/978-94-007-5086-9_2

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Sung, J & Cho, K 2012, User experiences with augmented reality advertising applications: Focusing on perceived values and telepresence based on the experiential learning theory. in Human Centric Technology and Service in Smart Space, HumanCom 2012. Lecture Notes in Electrical Engineering, vol. 182 LNEE, pp. 9-15, 2012 International Conference on Human-Centric Computing, HumanCom 2012, Gwangju, Korea, Republic of, 12/9/6. https://doi.org/10.1007/978-94-007-5086-9_2

User experiences with augmented reality advertising applications : Focusing on perceived values and telepresence based on the experiential learning theory. / Sung, Jungyeon; Cho, Kwangsu.

Human Centric Technology and Service in Smart Space, HumanCom 2012. 2012. p. 9-15 (Lecture Notes in Electrical Engineering; Vol. 182 LNEE).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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Access to Document

10.1007/978-94-007-5086-9_2