Title Increasing Presence When Implementing Spatial Augmented Reality Within a Brand’s Space
Authors 박정은(Park, Jung-Eun) ; 이현수(Lee, Hyunsoo)
DOI https://doi.org/10.5659/JAIK.2022.38.9.35
Page pp.35-45
ISSN 2733-6247
Keywords Brand Space; Brand Experience; Spatial Augmented Reality; Experiential Marketing; Presence; Flow
Abstract With the development of various technologies, a brand’s space should evolve into an area that delivers new experiences and values through the integration of such technologies. This study focuses on the use of Spatial Augmented Reality (SAR) from an experiential marketing perspective when planning a brand’s space. SAR is an Augmented Reality technology that is directly implemented into a space and can increase a consumer’s experience using an optical device without a mobile device or an HMD. Through theory reviews, experiential marketing cases, an experiment and questionnaires, SAR was analyzed to see how it could be implemented to increase spatial presence and induce positive spatial experiences. The experiential marketing elements for SAR involved sensory, emotional, cognitive, and behavioral stimulation; the presence was derived through the evaluation of experimental participants. As a result, all experiential marketing factors were found to have had a significant impact on spatial presence; particularly, the sensory factor had the most impact on it. The results of this study can be utilized for experiential marketing implementation methods and to increase spatial presence when factoring SAR into a future brand space.