상업공간에서 소비자 체험 마케팅을 위한 증강현실 활용 사례 연구

Abstract

Augmented reality is a technology that combines virtual objects in real space to experience as if they exist in real environment, providing presence and immersion. The augmented reality is widely used to maximize consumer experience due to the consumption trend in which consumers" emotions and experiences become important. However AR experience is just used as a one-time experience and the absence of AR content tailored to consumer needs is pointed out as a difficulty. In particular, offline commercial spaces are declining due to increasing of the online shopping and Covid 19. For revitalizing offline shopping stores, the AR experience strategy can be help. The purpose of this paper is to find out the characteristics of consumer experience and AR contents and to suggest a direction for using AR contents to activate commercial spaces. The paper proposed a experience marketing framework of AR experience through theoretical review and prior research on AR and consumer experience. Based on the framework, an analysis of recent cases of augmented reality contents in the brand space was conducted. As a result for increasing the sense of presence to the customer the augmented reality content for experiential marketing should be connected to the sensory experience of space and supported with the experience of fantasy elements. In order to increase a sense of flow, a goal setting and challenge should be given, and there should be much experiences of physical behavior. Lastly, in terms of interaction, a relational experience is needed to increase the social connection of consumers. Also, creating contents are needed including opportunities to express opinions and the process of contributing to design.