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Effects of Augmented Reality (AR)-based Design of User Experience (UX) on Brand Premium Pricing Intent

  • Journal of Communication Design
  • Abbr : JCD
  • 2020, 73(), pp.559-572
  • DOI : 10.25111/jcd.2020.73.40
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : September 11, 2020
  • Accepted : October 26, 2020
  • Published : October 31, 2020

YOONHYEJEAN 1

1서일대학교

Accredited

ABSTRACT

In a rapidly changing marketplace, smart technology is leading to an active consumption culture that allows consumers to experience the information and services they want in a new way. In particular, augmented reality connects the real world and the virtual world to provide consumers with a more immersive experience and real-time interaction. Therefore, the number of marketing cases that combine augmented reality is increasing in the design field, and infinite possibilities and importance are being presented, but specific experience effects are not yet known. Therefore, in order to understand how user experience of a design that combines augmented reality affects brands, this study tries to verify its effectiveness with the most practical measurement of value: price payment intent. For this reason, we examined the characteristics of the design integrated with the concept of augmented reality and derived the user's experience type that can be experienced through augmented reality. As a result of setting the derived user experience as an independent variable and measuring the influence relation by using premium price payment intention as a dependent variable, an average value higher in educational experience, game experience, and deviation experience than aesthetic experience inducing indirect experience is found. This concludes that the user's direct action experience has a more positive effect on the brand's premium pricing intent than the visual experience. Therefore, design must be transformed into a dynamic and interactive medium beyond existing limits through the fusion of augmented reality, and it is meaningful for the conditions of brand success to see its core technology, augmented reality.

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