以往關於虛擬科技在航空業和旅遊業領域應用的文獻主要側重於虛擬科技技術的存在和沉浸感對旅行體驗和目的地訪問意向。但是目前尚無將虛擬科技廣告與傳統影片廣告進行比較的研究報導。為了彌補此一研究缺口，本研究的主要目的是通過實驗設計來調查和比較航空業AR廣告與傳統影片廣告的有效性。以往的文獻表明注意力是理解消費者資訊處理的重要因素，從而影響廣告的有效性。本研究引用知覺負載理論探討不同類型廣告媒體的廣告效應(品牌態度和購買意願)，包含即時效應和記憶效果，希望提供航空業者思考如何設計AR廣告和結合AR廣告與傳統影片廣告的整合行銷計劃。透過AR創造高感官的沉浸環境增進互動體驗，為航空商業經濟活動帶來全新意象。
Previous literature on the application of virtual technology in aviation and tourism mainly focuses on the existence of virtual technology and immersion in travel experience and destination visit intentions. However, there is no research report comparing virtual technology advertisements with traditional video advertisements. In order to make up for this research gap, the main purpose of this study is to investigate and compare the effectiveness of VR advertising and traditional video advertising in the aviation industry through experimental design. Previous literature has shown that attention is an important factor in understanding consumer information processing, which affects the effectiveness of advertising.
This study cites perceptual load theory to explore the advertising effects (brand attitudes and purchase intentions) of different types of advertising media, including immediate and delayed effects, hoping to provide aviation industry thinking about how to design AR ads and combine AR ads with traditional video ads Integrated marketing plan.
