The Effect of Presence and Flow of Augmented Reality Advertising on the Advertising toward Attitude and Recall

PubDate: Aug 2020

Teams: Namseoul University；Soonchunhyang University

Writers: Kwang-Seok Han；Junehyock Choi

PDF: The Effect of Presence and Flow of Augmented Reality Advertising on the Advertising toward Attitude and Recall

Abstract

This study identified the impact of augmented reality advertising on attitude toward advertising and memory according to the type of presence and flow level. The presence (cognitive, emotional, media) and flow level (high vs. low) of the augmented reality(AR) advertising were set as independent variables and analyzed by Two-Way MANOVA. As a result of the research, first, the augmented reality advertising attitude was positive when the emotional presence and flow level were high. Second, when the flow level is high, the ARM such as product attribute information increases, but when the flow level is low, the evaluation-oriented GRM increases. Third, emotional presence increases GRM when the flow level is high, but ARM increases when the flow level is low. Fourth, the memory effect was low regardless of the flow level. In the future research, it would be desirable to produce augmented reality advertisements through virtual brands in the generalization of research.