증강현실 광고의 소비자 효과

초록

This study investigated the relationship between perceived augmented reality, perceived value, flow experience, brand attitude, and word-of-mouth intention by applying augmented reality advertisement to 463 general consumers. The main results were presented as follows. First, perceived augmented reality had a positive effect on flow experience. Second, perceived value had a positive effect on flow experience. Third, flow experience had a positive effect on brand attitude. Fourth, perceived augmented reality had a positive effect on brand attitude. Fifth, brand attitude had a positive effect on word-of-mouth intention. In particular, considering the fact that brand attitude is an important factor in determining consumer's word-of-mouth intention, the positive influence of perceived augmented reality and flow experience on brand attitude can be evaluated as a preceding factor that can lead to word-of-mouth intention.

키워드