擴增實境廣告對消費者沉浸經驗與廣告溝通效果之研究

The Influence of Augmented Reality Advertising on Flow Experience and Advertising Communication Effect

10.29698/FJMR.201211.0003

林明杰(James Ming-Ji Lin)；尤詩怡(Shih-Yi Yu)；莊雅茹(Ya-Ju Chuang)；陳德釗(Der-Chao Chen)

擴增實境 ； 沉浸經驗 ； 廣告溝通效果 ； 產品涉入 ； 科技準備度 ； 創新接受度 ； Augmented Reality ； Flow Experience ； Advertising Communication Effect ； Product Involvement ； Technology Readiness ； Innovation Adoption

輔仁管理評論

19卷3期（2012 / 11 / 01）

55 - 81

繁體中文

隨著擴增實境技術的進步，使得虛擬與現實相互結合，若將之運用在廣告上，相較於虛擬實境互動式廣告，對於消費者而言是否會具有較佳的沉浸經驗與溝通效果。因此本研究將探討擴增實境互動式廣告對消費者的沉浸經驗（互動性、遠距臨場感）以及廣告溝通效果（廣告態度、購買意願）的影響，並進一步探討是否會受到產品涉入程度、科技準備度與創新接受度的調節效果。研究結果發現，擴增實境互動式廣告相較於虛擬實境互動式廣告，會使消費者感受到較高的廣告態度，但在互動性、遠距臨場感及購買意願上則不顯著。在調節變數方面，產品涉入和創新接受程度的調節效果不顯著；科技準備度則具有部份調節效果。

As advances in augmented reality technology, making the combination of virtual and reality and successfully applied in various fields. Under such conditions, if we use this technology in advertising and compared to virtual reality interactive advertising, consumers will have better flow experience and communication effect. Therefore, the focus of this study is that interactive advertising (virtual reality/augmented reality) influence the consumers' flow experience (interactivity and telepresence), as well as advertising communication effect (advertising attitude and purchasing intention), in terms of the moderating effect of product involvement, technology readiness, and innovation adoption. The results indicate that augmented reality advertising only have higher advertising attitude compared with virtual reality advertising. Besides, technology readiness is only a part of the moderating effect.

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