虛擬實境、擴增實境之廣告效果研究

In recent years, augmented reality (AR) technology has been applied to advertising and marketing techniques. Title sponsorship product placement is used in television programs, especially TV singing reality shows. This study explores the effect of AR title sponsorship and background product placement in TV singing reality shows. The study conducted a 2 (type of product placement: title sponsorship placement vs. background placement) × 2 (congruence with the characteristics of the program: congruent vs. incongruent) × 2 (cross-screen advertising: 3D dynamic advertisement presentation vs. 2D advertisement) × 2 (culture: United States vs. Taiwan) between-subjects design. Through multivariate analysis of variance (MANOVA), this research finds that for product placements in Taiwanese audiences, AR cross-screen dynamic ads for congruent title sponsorships or for incongruent background placements can produce better ad attitudes. In addition, this research also finds that for Taiwanese viewers, an incongruent background placement presented in a dynamic AR 3D manner reduces the negative emotions generated by incongruence, thereby improving viewers' brand attitude to the ad.