User experiences with augmented reality advertising applications: Focusing on perceived values and telepresence based on the experiential learning theory

Abstract

Augmented reality (AR) is of interest to the subject of a growing field of research. We investigate user experiences of AR advertisement, using experiments examining the perspective of a new ad type, AR ad. The study was designed to examine differences in the main features and telepresence between AR and 2-D advertising. Significant overall differences in entertainment and interactivity were found between AR and 2-D ad. The entertainment in 2-D ad was positively influenced on user's attitude toward product and the impact of the interactivity in 2-D ad wasn't significant. Conversely, the entertainment in AR ad wasn't significant and the interactivity was positively influenced on attitude. These findings are explained on the basis of experiential learning theory and helpful to offer guidelines of AR advertising applications and understand user's attitude. © 2012 Springer Science+Business Media.