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Autor
Wiechetek Łukasz (Maria Curie Skłodowska University), Gola Arkadiusz (Lublin University of Technology)
Tytuł
New Interactive Technologies for Meeting the Needs and Achieving Profit : the Study on the Use of Augmented Reality in Marketing
Źródło
Przedsiębiorczość i Zarządzanie, 2017, t. 18, z. 4, cz. 1, s. 395-409, rys., tab., bibliogr. 18 poz.
Entrepreneurship and Management
Tytuł własny numeru
Agile Commerce - świat technologii i integracji procesowej
Słowa kluczowe
Marketing interaktywny, Technologia informacyjna, Komunikowanie marketingowe
Interactive marketing, Information Technology (IT), Marketing communication
Uwagi
summ.
Abstrakt
IT solutions like augmented reality (AR) significantly increase the flexibility of running business. AR is a system that connects the real world with computer generated visualizations supported by an object recognition software. The real word video is merged with 3D computer graphics generated in real time. As a result the user gets interactive and digitally manipulable information about the surrounding world. AR has many areas of application. It can be used in architecture, commerce, education, emergency, industry, medicine, military, navigation, sport and tourism. It can be also a very useful tool in marketing e.g. interactive dressing rooms, smart mirrors, AR catalogues, furniture visualizers, shoe and clothes samplers. Therefore augmented reality can meet the new needs of customers and generate profits for business.
The aim of the article is to present recent trends in using AR. The paper contains characteristics of augmented reality, recently developed AR tools for marketing purposes, benefits and risks (barriers) of AR tools adoption. At the end of the article the authors present conclusions derived from the analysis of recent scientific AR publications and AR related projects available on crowdfunding platforms and the proposal for the future research. (original abstract)
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Bibliografia
Pokaż
  1. Albertazzi D., Okimoto M., Ferreira M. (2012), Developing an usability test to evaluate the use of augmented reality to improve the first interaction with a product, "Work", Vol. 41.
  2. Baek T.H., Yoo C.Y., Yoon S. (2015), The Impact of Augmented Reality on Self-Brand Connections And Purchase Intentions, "American Academy Of Advertising Conference Proceedings", Chicago.
  3. Bulearca M., Tamarjan D. (2010), Augmented Reality: A Sustainable Marketing Tool?, "Global Business & Management Research", Vol. 2, Issue 2/3.
  4. Cirulis A., Ginters E. (2013), Augmented Reality in Logistics, "Procedia Computer Science" Vol. 26, [online] http://www.sciencedirect.com/science/article/pii/S1877050913012751, access: 2017-02-16.
  5. Dita F.A. (2016), A Foreign Language Learning Application using Mobile Augmented Reality, "Informatica Economica", Vol. 20, Issue 4.
  6. Garau C. (2014), From Territory to Smartphone: Smart Fruition of Cultural Heritage for Dynamic Tourism Development, "Planning Practice & Research", Vol. 29, Issue 3.
  7. Goldman Sachs (2016), Profiles in innovation. Virtual & Augmented Reality. Understanding the race for the next computing platform, [online] http://www.goldmansachs.com/our-thinking/pages/technology-driving-innovation-folder/virtual-and-augmented-reality/report.pdf, access: 2017-02-16.
  8. Huang T., Liao S. (2015), A model of acceptance of augmented-reality interactive technology: the moderating role of cognitive innovativeness, "Electronic Commerce Research", Vol. 15, Issue 2.
  9. Joshi K., Perey Ch. (2016), The road ahead for augmented reality. Technology Forecast, "Augmented reality", Issue 1, [online], http://www.pwc.com/us/en/technology-forecast/augmented- reality/augmented-reality-road-ahead.html, access: 2017-02-16.
  10. Langlotz T., Grubert J., Grasset R. (2013), Augmented Reality Browsers: Essential Products or Only Gadgets?, "Communications Of The ACM", Vol. 56, no. 11.
  11. Lee K. (2012), Augmented Reality in Education and Training, "Techtrends: Linking Research & Practice To Improve Learning", Vol. 56, No. 2, [online], https://www2.potsdam.edu/betrusak/ 566/Augmented Reality in Education.pdf, access: 2017-02-16.
  12. Ozenen G., Şener S. (2015), Evaluating the impact of augmented reality of augmented reality systems for model-making in architectural education and design studios, "Sakarya University Journal Of Science", Vol. 19, Issue 2.
  13. Reif R., Gunthner W., Schwerdtfeger B. et al. (2010), Evaluation of an Augmented Reality Supported Picking System Under Practical Conditions, "Computer Graphics Forum", Vol. 29, 1, Issue 1.
  14. Roesnre F., Tadayoshi K., Molnar D. (2014), Security and Privacy for Augmented Reality Systems, "Communications Of The ACM", Vol. 57, Issue 4.
  15. Tutunea M.F. (2013), Augmented Reality - State Of Knowledge, Use And Experimentation, "USV Annals Of Economics & Public Administration", Vol. 13, Issue 2.
  16. Yi-Cheon Y.M., Shu-Chuan C., Sauer P. et al. (2016), The Effectiveness Of Augmented Reality Based Product Presentations On Consumer Evaluations, "American Academy Of Advertising Conference Proceedings", Seattle.
  17. Yi-Cheon Y.M., Shu-Chuan C. (2013), Extending The Technology Acceptance Model: The Case Of Augmented Reality-Based Advertising, "American Academy of Advertising Conference Proceedings", Albuquerque.
  18. Zarraonandia T., Aedo I., Diaz P. et al. (2014), Augmented Presentations: Supporting the Communication in Presentations by Means of Augmented Reality, "International Journal Of Human- Computer Interaction", Vol. 30, Issue 10.
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ISSN
2543-8190
Język
eng
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