當互動體驗遇到了擴增實境：AR互動體驗對品牌態度之影響

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Title:	當互動體驗遇到了擴增實境：AR互動體驗對品牌態度之影響 When The Interactive Experience Meets The Augmented Reality： The Impact of Augmented Realiy on Brand Attitude
Authors:	吳宇涵
Contributors:	行銷碩士學位學程碩士班
Keywords:	AR互動品牌態度 Augmented Realiy Brand attitude
Date:	2021
Issue Date:	2023-02-22 13:43:47 (UTC+8)
Abstract:	擴增實境(AR)代表了一種創新的媒體，將虛擬的訊息、人物置入在使用者對現實世界的感知中，AR透過手機、平板等，為使用者帶來體驗與價值，其中之一為AR濾鏡互動，例如，旅遊業為了事先展示旅遊地的特色，利用AR技術讓消費者事先感受；或美妝產品，可以讓使用者事先體驗產品在臉上的效果。不僅如此，也越來越多企業推出AR互動遊戲，例如漢堡王，推出焚燒麥當勞招牌的活動；麥當勞的AR漢堡競賽；可口可樂讓使用者化身為代言人等AR互動濾鏡，藉此達到娛樂及宣傳目的。本研究設計兩種情境(AR 互動遊戲與AR 圖片)並以網路問卷方式獲得數量化的資訊，再以獨立樣本T 檢定與迴歸分析，進行資料分析，共計238位受試者。藉由本研究，我們可以了解AR 的互動體驗對品牌態度之影響並以互動媒體效應理論(Theory of Interactive Media Effects)為架構，探討AR互動，對使用者投入及品牌態度間的影響。結果說明了，AR互動皆可為使用者帶來更多投入感，並進而影響品牌態度，有趣的是，雖然AR已經是新穎的技術，但兩種情境所能給予的投入感程度不同，亦可提供品牌制定宣傳工具時，不同的選擇。 Augmented reality (AR) represents an innovative media that puts virtual information and characters into the user’s perception of the real world. AR brings experience and value to users through mobile phones, tablets, etc., among them One is AR filter interaction.For example, Burger King launched a campaign to burn McDonald’s signs; McDonald’s AR Burger competition; Coca-Cola allows users to become spokespersons and other AR interactive filters to achieve entertainment and publicity purposes. This study designed two scenarios (AR interactive games and AR pictures) and obtained quantitative information by means of online questionnaires, and then conducted data analysis with independent sample T test and regression analysis, with a total of 238 subjects. This research explores the control and vividness of AR, and its influence on user participation and brand attitudes. The results show that both the sense of control and vividness in AR can bring users a sense of participation and in turn affect brand attitudes. What’s interesting is that although AR is already a novel technology, the vividness that two scenarios can give Different in terms of gender, it can provide different choices when branding publicity tools.
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