Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example)

Area of Science:

• Digital Marketing
• Human-Computer Interaction
• Museum Studies

Background:

• Emerging digital technologies like Augmented Reality (AR) and Artificial Intelligence (AI) are transforming user experiences.
• Experience marketing models leveraging AR can create novel virtual interactions, positively influencing brand perception and user behavior.

Purpose of the Study:

• To design and develop an AR application for Guilin Museum.
• To construct an AR virtual experience marketing model based on Schmitt's strategic experience modules.
• To analyze the influence of various experiential elements on user brand attitudes and intentions.

Main Methods:

• Developed an AR application using Unity and AR Foundation, incorporating face and image detection/tracking.
• Constructed an AR virtual experience marketing model.
• Collected usage data from the AR application.
• Analyzed data using SPSS and AMOS to test relationships between sensory, emotional, thinking, action, and association experiences and user outcomes.

Main Results:

• The AR application successfully provided virtual experiences.
• Analysis revealed significant relationships between sensory, emotional, thinking, action, and association experiences and user brand attitudes.
• These experiences also positively influenced use and purchase intentions.

Conclusions:

• AR technology-enabled experience marketing models can significantly enhance user brand attitudes and intentions.
• The developed AR application demonstrates the potential of integrating AR in cultural institutions like museums for marketing purposes.
• Future research can further explore the nuances of AR in experience marketing across different contexts.