Ar in corp comms presentation
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The document discusses a study on using augmented reality (AR) to improve print communication. It found that using AR: 1) Increased user engagement with print materials, as measured by longer duration spent viewing AR-enhanced posters compared to traditional posters. 2) Positively impacted behavioral intent, with users of AR-enhanced posters reporting higher intent to learn more and enroll in what was presented. 3) May improve comprehension, but more thorough testing is needed, as results on a comprehension questionnaire were inconclusive.
Ar in corp comms presentation
- 1. Value in The Use of Augmented Reality in Print Communication MIS 583 Group1 Xue Luan Haoran Wang John Wyatt Han Yang Pan Ye Yang Xia
- 2. The Need Print Media – Limited by space – A bit uninteresting Print isn't dead, it’s just boring
- 3. The Need Print Media – Limited by space – A bit uninteresting Augmented –Create interactive content from the dull Print is Engaging
- 4. The Opportunity Leverage Augmented Reality to improve: – Ability to convey message – Retain user engagement – Increase behavioral intention
- 5. What is Augmented Reality? (AR)
- 6. Methodology = 30 Participants AR Enabled Poster 15 Participants Traditional Poster 15 Participants 80% Chance of finding significant difference Unlimited Time 15 Question Survey (Power: 80)
- 7. Our Study Augmented Reality Engagement - How long Users View the Poster / AR Content Behavioral Intent - NPS - Intent to learn more / enroll Comprehension - Recall - Recognition
- 9. Results - Engagement 0 100 200 300 400 500 600 700 800 0 100 200 300 400 500 600 DURATIONOFDOINGSURVEY DURATION OF READING POSTER Duration of Engagement AR NAR
- 10. Results – Behavioral Intent 0 1 2 3 4 5 6 I_Q_1 I_Q_2 I_Q_3 I_Q_4 Average Score on Behavioral Intention Questions AR NAR
- 11. Results - Comprehension 0 0.2 0.4 0.6 0.8 1 1.2 A_Q_1 A_Q_2 A_Q_3 A_Q_4 A_Q_5 Average Score on Acquisition Questions AR NAR
- 12. Limitations Participants – Higher Number for a higher probability of measure success (Power) – Age / diversity (students, employees, etc.) Survey – Some questions may be addressed in different ways – Not all answers filled by all participants Other – Availability/Awareness of poster/AR (may assume user already has AR app or would have to download)
- 13. Conclusion • Engagement Positive impact ✓ • Behavioral Intent Positive impact ✓ • Comprehension Needs more thorough future test
- 14. Recommendations for Future Research Run again – Expand participants – More generic poster content – Expand question pool to ask same measure in several ways – Measure intent to use AR – Test in corporate environment – Technology acceptance model (TAM) to asses willingness/intent to use AR / download app
- 15. Thank You! Come try out the demo and tell us what you think after class!