Journal of the Architectural Institute of Korea (대한건축학회논문집)

Architectural Institute of Korea (대한건축학회)
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Increasing Presence When Implementing Spatial Augmented Reality Within a Brand's Space - Focused on Brand Experiential Marketing -

브랜드 공간에서 공간 증강현실 적용의 실재감 연구 - 브랜드 체험 마케팅 관점으로 -

  • Park, Jung-Eun (Dept. of Interior Architecture and Built Environment, Yonsei University) ;
  • Lee, Hyunsoo (Dept. of Interior Architecture and Built Environment, Yonsei University)
  • Received : 2022.05.15
  • Accepted : 2022.08.06
  • Published : 2022.09.30
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Abstract

With the development of various technologies, a brand's space should evolve into an area that delivers new experiences and values through the integration of such technologies. This study focuses on the use of Spatial Augmented Reality (SAR) from an experiential marketing perspective when planning a brand's space. SAR is an Augmented Reality technology that is directly implemented into a space and can increase a consumer's experience using an optical device without a mobile device or an HMD. Through theory reviews, experiential marketing cases, an experiment and questionnaires, SAR was analyzed to see how it could be implemented to increase spatial presence and induce positive spatial experiences. The experiential marketing elements for SAR involved sensory, emotional, cognitive, and behavioral stimulation; the presence was derived through the evaluation of experimental participants. As a result, all experiential marketing factors were found to have had a significant impact on spatial presence; particularly, the sensory factor had the most impact on it. The results of this study can be utilized for experiential marketing implementation methods and to increase spatial presence when factoring SAR into a future brand space.

Keywords

Acknowledgement

이 연구는 2021년 대한민국 교육부와 한국연구재단의 지원을 받 아 수행된 연구임. 과제번호 : NRF-2021S1A5B5A17054966

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