A Study on Framework Development and Augmented Reality Technological Factors Consumers’ Evaluation for Cultural and Creative Products

Abstract

AbstractFollowing the rapid development of high-technology industries, digital applications have been applied in various technologies, bringing people a whole new daily living experience. Interactive technology has led to breakthrough innovations. Application of augmented reality (AR), in addition to people’s approaches to interact with the physical world, has changed industry owners’ methods in designing products. This reveals the criticality of designing products with AR technology and new forms of interactions. This study investigated the current status regarding the cultural and creative products in consumer markets and the effectiveness of incorporating AR technology into cultural and creative product design courses. Data were analyzed to clarify said effectiveness and confirm the feasibility of AR technology in cultural and creative product design. A survey was performed on the cultural and creative products in the National Palace Museum located in Taipei and those designed by university students majoring in design to explore the effect of AR technology employed in cultural and creative product design on consumers’ review of and purchase intentions for the products. The following conclusion was reached: (1) The scale constructed to evaluate the cultural and creative products designed using AR technology was feasible. (2) AR technology positively affected participants’ review of and purchase intentions for cultural and creative products. (3) The products created by students according to the teaching method employed exhibited business value of high interactivity. Future cultural and creative product design courses can employ AR technology in their principles and practices in training innovative talents that satisfy the market demand. The design principles developed thereof can also serve as a reference for industry owners in designing cultural and creative products.KeywordsCultural and creative product designAugmented reality (AR)EvaluationPurchase intention