Exploring the Applicability of Augmented Reality in Brand Communication:A Case Study of AR-Assisted IKEA 2013 Catalogue
| Autor: | Meng-ting Tsai, 蔡孟庭 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Now days the applicability of technology is one of the approaches in brand communication. How customers would perceived when Augmented Reality (short for AR) as an media form in communication? What kind of benefits would be generated as the AR environment? Based on Wirth et al. (2007) Spatial Presence and Gibson’s (1977) Affordance, exploring what kind of media environment construct by AR technology, and how users process and perceived the physical environment in this media environment. AR-assisted IKEA 2013 product catalogue as the case study in my research, I explore the elements of the AR technology and the perceived process of IKEA customers to find out the perception processing in the applicability of AR. This research concerns and focus on the following questions: 1)In perception aspect, what’s the perception generated by AR technique? And how user perceived? 2) In brand communication, what kind of benefit would be triggered by AR technology? I focus on the relationship between AR technique and user experiences, and the profit that the applicability of AR technique in brand communication. My research answer the research questions in qualitative approach, separately using the expert interview and group interview to explore the AR technique application, then understand the perception process and the feature of AR technique. Here the concept of exploring to AR technique can afford an “extended space”. Thus, to the users, they perceived “the transform of spatial perception” and “the transport of spatial perception” as feeling themselves being the extended spatial space. “The transform of spatial perception” is based on Affordance concept to analysis how the physical experience effects on the AR environment, means AR must afford the physical experience to transform the perception between real-time space and virtual space; “the transport of spatial perception” is based on Presence, find out people would enhance their perception of the augmented space, transporting themselves by associate the self-relative experience at the moment. The two concept would enhance each other of them, afford more user’s acknowledge of real experience will enhance people transport their mind to the extended space. Therefore, the IKEA customers will change their attitude obviously because of the effect on the brand application. About the products knowledge, customers still tend to go to the real marketplace. In conclusions, AR technique can bring a positive effect to IKEA’s brand image. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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