User Experiences with Augmented Reality Advertising Applications: Focusing on Perceived Values and Telepresence Based on the Experiential Learning Theory

Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 182)


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.


augmented reality perceived values telepresence experiential learning theory 


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Copyright information

© Springer Science+Business Media Dordrecht 2012

Authors and Affiliations

  1. 1.Department of Interaction ScienceSungkyunkwan UniversitySeoulKorea

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