| Summary: | 碩士 === 國立勤益科技大學 === 流通管理系 === 101 === Augmented Reality (AR) is a technology which combines reality and virtuality by truly presenting virtual 3D images on tangible objects in life and enabling real-time interactions that can make users feel novel and interesting. As a hot technology in recent years, AR has a wide range of application to business, entertainment, education, medical services, military, and so on. In the respect of consumer purchase of men’s suit patterns, some of them will collect information about men’s suit patterns through printing catalogue in advance in addition to purchasing in shopping mall. In view of the expression of general commodity advertisement being restricted to a 2D plane that makes the dull image lack interaction and sense of space, consumers need powerful imagination. Besides, quite large cognitive differences usually exist in printing catalogue and actual commodities. Therefore, having displayed men’s suit patterns concretely through AR to allow consumer to get in touch with advertising, consumers can practically learn the true appearance of the designed purchase commodity that improves such cognitive difference and understands consumer buying behavior.
In this research, AR is applied to men’s suit printing advertising to establish a men’s suit advertising system. AR system developed by this research is used in presenting a film featuring men’s suits to lead consumers to an interactive, novel, and interesting perceived experience that goes beyond the dull, insipid and uninteresting interface of traditional advertising and incorporate men’s suit information into mobile cross-platform web apps to present more diversified information. Firstly, the collection and organization of literature leads the readers to an understanding of the development context, category and related applications of AR, and the general situation of current application of AR by apparel industry. Researcher of this study then conducts command analysis of in-depth interview of proprietors to gain insights into proprietors’ applications and needs and carries out AR system software and hardware establishment, design and implementation of system, and evaluation of system. Finally, in-depth interview is used to conduct satisfaction evaluation of testees’ information offered by this system.
The generalization of interview results thus indicates that AR printing advertising system has the following advantages: helping consumers save time searching for information of men’s suits and easily find appropriate types and patterns that effectively reduces pre-purchase risk, high system interaction, sense of reality and presence, breakthroughs of people, event, time, place and object restrictions, making vivid, lively, interesting and interactive system, and combining mobile cross-platform web APP, facilitating consumers’ point-and-click query of information about men’s suits. As traditional advertising cannot achieve the preceding effects, the interview results lead to a conclusion that effect of AR printing advertising system is superior to that of traditional printing advertising.
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