Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

A Survey of Museum Applied Research Based on Mobile Augmented Reality.

Computational intelligence and neuroscience·2022
Same author

Clinicopathological features, management and outcome of patients with poorly-differentiated oral and oropharyngeal squamous cell carcinoma.

Journal of cranio-maxillo-facial surgery : official publication of the European Association for Cranio-Maxillo-Facial Surgery·2017
Same author

Detection of Methanol with Fast Response by Monodispersed Indium Tungsten Oxide Ellipsoidal Nanospheres.

ACS sensors·2017
Same author

Randomized, controlled trial evaluating the effect of multi-strain probiotic on the mucosal microbiota in canine idiopathic inflammatory bowel disease.

Gut microbes·2017
Same author

Automatic segmentation of nine retinal layer boundaries in OCT images of non-exudative AMD patients using deep learning and graph search.

Biomedical optics express·2017
Same author

Sulfation of the Extracellular Polysaccharide Produced by the King Oyster Culinary-Medicinal Mushroom, Pleurotus eryngii (Agaricomycetes), and Its Antioxidant Properties In Vitro.

International journal of medicinal mushrooms·2017

Related Experiment Video

Updated: Sep 21, 2025

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
09:17

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Published on: July 24, 2017

11.5K

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

Ye Zhu1, Chong Wang1,2

  • 1School of Art and Design, Guilin University of Electronic Technology, Guilin 450305, China.

Computational Intelligence and Neuroscience
|May 31, 2022
PubMed
Summary

Augmented Reality (AR) enhances user experience marketing by improving brand attitudes and purchase intentions. This study developed an AR application for Guilin Museum, validating its impact on user engagement.

More Related Videos

Online Explorative Study on the Learning Uses of Virtual Reality Among Early Adopters
07:29

Online Explorative Study on the Learning Uses of Virtual Reality Among Early Adopters

Published on: November 22, 2019

8.3K
Photorealistic Learned Landscapes for Augmented Reality
06:54

Photorealistic Learned Landscapes for Augmented Reality

Published on: June 27, 2025

211

Related Experiment Videos

Last Updated: Sep 21, 2025

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
09:17

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

Published on: July 24, 2017

11.5K
Online Explorative Study on the Learning Uses of Virtual Reality Among Early Adopters
07:29

Online Explorative Study on the Learning Uses of Virtual Reality Among Early Adopters

Published on: November 22, 2019

8.3K
Photorealistic Learned Landscapes for Augmented Reality
06:54

Photorealistic Learned Landscapes for Augmented Reality

Published on: June 27, 2025

211

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.