| Summary: | 碩士 === 國立臺北教育大學 === 數位科技設計學系(含玩具與遊戲設計碩士班) === 106 === With the popularization of smart devices and the rise of Internet technologies, the ways in which people communicate and message pass have changed significantly. However, the forms of advertising and marketing are increasingly diversified. Digital marketing and interactive advertising cases are on the rise. Advertising messages evolve from one-way delivery to bidirectional forms where consumers can participate actively and give feedback. Among the application examples of interactive advertising, the Augmented Reality (AR) technology has a low threshold of experience and development, and with multiple applicability, the potential in the commercial application market is highly promising.
In this study, Augmented Reality was applied to the design of pastry menu to explore Advertising Effectiveness (including Attitude Toward the Advertisement (Aad), Brand Attitudes and Purchase Intention) and User Experience (System Usability and Technology Acceptance) . With the cooperation of pastry store, pastry menu was taken as a medium of advertising in the study. One-way ANOVA and Independent-Sample analysis were used in this study, in order to explore the Advertising Effectiveness of Augmented Reality applied to menu design, the relevance of interactivity and User Experience through research method such as questionnaire, experiment, observation and interview.
The experimental results show that the application of augmented reality in menu design has no significant effect on advertising information delivery. However, the brand image and purchase intention of the users are enhanced and the augmented reality advertising system with interaction is particularly effective. In term of user experience, interactive integration stimulates users' desire to understand the product, and users generally enjoy a higher degree of favor on the brand. The above findings provide a reference for interactive marketing design and future research.
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