| Abstract |
| Augmented reality (AR) is the technology in which a virtual image made by computer is integrated with the real world. Food is one of the most popular products purchased online. In this study, we investigated how the presentation of food images with AR affects purchase intention and user engagement. We hypothesized that purchase intention was increased more by AR food images than by static food images. We also examined whether user engagement mediates the relationship between image presentation format and purchase intention. To test this hypothesis, participants in one group saw AR food images, and participants in another group saw static food images on an iPad. All participants then answered questions about user engagement and purchase intention. As predicted, participants who saw an AR food image reported higher user engagement and higher purchase intention than did those who saw a static food image. The indirect effect of user engagement was also significant, and the link between image presentation format and purchase intention was fully mediated by user engagement. We also found that aesthetic appeal, one of the sub-factors of user engagement, fully mediated the link between image presentation format and purchase intention. Thus AR images of food images were aesthetically more appealing, which led to higher purchase intention. These findings suggest that AR technology can be used effectively as a way to advertise food. |
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| Key Words |
| Augmented Reality (AR), Image Presentation Format, User Engagement, Purchase Intention, Consumer Behavior, 증강현실, 이미지 제시 방식, 사용자 참여, 구매 의사, 소비자 행동 |
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