Tecnologia da realidade aumentada na propaganda: avaliação da eficácia com base em entendimento, risco e resposta afetiva

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.