How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad
How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad
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DOI：
10.1016/j.jretconser.2019.102020
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发表时间：
2020-05
影响因子：
10.4
通讯作者：
Shuai Yang;J. Carlson;Sixing Chen
中科院分区：
文献类型：
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作者：
Shuai Yang;J. Carlson;Sixing Chen
许多主要的消费者驱动型公司已经开始使用增强现实（AR）技术和AR应用程序来丰富客户的购物体验和与品牌的互动，并最终增加销售额。然而，很少有研究讨论AR在广告背景下的应用。因此，本研究的主要目标是探索增强现实如何，为什么以及何时影响广告效果。现场实验和两个实验室实验表明，AR广告通过增加消费者对广告的好奇心和对广告的关注来提高消费者对广告的态度（即，通过使用眼睛跟踪的生理测量来测量）。然而，只有当消费者不熟悉AR广告技术时，这种影响才会存在。总的来说，这项研究为那些正在考虑将增强现实技术整合到广告工作中的广告商提供了实际意义。
Many major consumer-driven companies have started to use augmented-reality (AR) technology and AR apps to enrich their customers' shopping experiences and engagement with their brands, and to ultimately increase sales. However, there is scant research discussing the application of AR in an advertising context. Thus, the major goal of this study is to explore how, why, and when augmented reality influences advertising effectiveness. A field experiment and two laboratory experiments demonstrate that an AR advertisement increases consumers’ attitude toward the ad through an increase in their curiosity toward the ad and attention toward the ad (i.e., measured by a physiological measure using eye-tracking). However, the effects only hold when consumers are unfamiliar with the AR ad technology. Overall, this study provides practical implications to advertisers who are considering integrating augmented reality technology in their advertising efforts.