Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example)

Abstract

With the development of emerging digital technologies such as Augmented Reality and Artificial Intelligence, Augmented Reality (AR) technology-enabled experience marketing model can bring brand new virtual experience to the users, improve the brand attitudes of users, and increase the use and purchase intention of users. Based on the theoretical basis of experience marketing and AR, the AR application of Guilin Museum was designed and developed by using Unity as the software development tool and using AR Foundation as the AR development framework. The implementation of this application was mainly based on face detection and tracking, image detection, and tracking in the underlying API of AR Foundation. Subsequently, an AR virtual experience marketing model was constructed based on the Schmitt strategic experience module, and the usage data of AR applications were collected. Furthermore, the collected data were analyzed and evaluated using SPSS and AMOS software, and the relationships and influences of sensory experience, emotional experience, thinking experience, action experience, and association experience on the brand attitudes of users and use intention and purchase intention in AR application were tested.

Presentation of Historical Clothing Digital Replicas in Motion

“…make-up try-on [36]. In museum displays, we find the interesting use of a virtual mirror for visualizing the masks of the natives directly on the visitor's face [40]. Although the use of AR in museums is widely discussed [41], the use of magic mirrors to visualize historical clothing is more of a selling point for commercial products such as [42], [43].…”

“…In order to render virtual objects, the positions where they are to be rendered need to be determined. For this, either the so-called AR markers [35], [37] can be used or better, the so-called skeleton or face landmarks of the user are detected and the objects are rendered in reference to it [36], [45], or it is used to deform the 3D model of the augmentation [40], [44]. Recently, with the development of generative adversarial networks (GAN), there has also been an increase in their use.…”

Literature Study on IT: Characteristics of E-commerce Seller Side

“…Sensory experience is categorized as a platform characteristic on E-commerce Seller-Side, but it also relates to seller-generated content characteristics. On the other hand, emotional experience, cognitive experience, action experience, and relational experience are considered seller-generated content characteristics (Hwang et al, 2020;Ornati, 2022;Tuncer, 2021;Zhu & Wang, 2022;Yan, 2017). In summary, this study suggests that the characteristics of E-commerce Seller-Side should include at least Reliability (stability, security, prevention, and reputation), Responsiveness (efficiency), Format quality (website design, sensory experience), and Communication (customer care, contact, action experience, relational experience), with the contents within parentheses belonging to the same category of terms without parentheses.…”

A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode

“…With research substantiating entertainment and interactivity as enhancers of online shopping satisfaction [18], technical interaction stands critical for relaying entertainment value [19]. As an emergent technology, AR qualifies as a novel interaction conduit between anchors and audiences [20,21], with studies documenting boosted immersion and payment willingness [22,23]. However, AR's impacts on user experience and the behavior of intention to pay in entertainment live streaming warrant further investigation, including the mechanisms by which AR augmentation on platforms shapes user perceptions and decisions behind engagement and spending.…”