کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7430318 1483393 2013 28 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Tecnologia da realidade aumentada na propaganda: avaliação da eficácia com base em entendimento, risco e resposta afetiva
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری مدیریت فناوری و نوآوری
پیش نمایش صفحه اول مقاله
Tecnologia da realidade aumentada na propaganda: avaliação da eficácia com base em entendimento, risco e resposta afetiva
چکیده انگلیسی
The Virtual Reality, technique that allows the interaction between humans and computers, has been improved and advanced to the so called Augmented Reality (AR), which allows the interaction “user-environment” more efficient and rich. This research aims to understand how consumers assess the effectiveness of the use of Augmented Reality technology the Internet based on the constructs of risk perception of consumers regarding the product, affective response perceived during the experience and general understanding of the advertising. Was used as a theoretical base, knowledge regarding the uses of augmented reality, and research involving the four pillars of the theoretical study: risk perception, understanding, feelings and effectiveness of advertising. We performed an exploratory research, mainly quantitative, with questionnaires to 261 respondents, which were approached in a non- probabilistic. The results showed that using the technology of augmented reality, the understanding of advertising has a positive and statistically significant relationship with the efficacy of the advertising, just as the sensations are also positively related to the effectiveness of the advertising. However, the perceived risk has a negative relationship with effectiveness, confirming the hypothesis tested by this research and existing literature.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: RAI Revista de Administração e Inovação - Volume 10, Issue 3, July–September 2013, Pages 9-36
نویسندگان
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