Value in The Use of Augmented Reality in Print Communication

MIS 583 Group1Xue Luan

Haoran WangJohn Wyatt

Han YangPan Ye

Yang Xia

The Need

Print Media– Limited by space– A bit uninteresting

Print isn't dead, it’s just

boring

The Need

Print Media– Limited by space– A bit uninteresting

Augmented–Create interactive

content from the dull

Print is

Engaging

The Opportunity

Leverage Augmented Reality to improve:– Ability to convey message– Retain user engagement– Increase behavioral intention

What is Augmented Reality?

(AR)

Methodology

= 30 Participants

AR Enabled Poster15 Participants

Traditional Poster15 Participants

80% Chance of finding significant difference

Unlimited Time15 Question Survey

(Power: 80)

Our Study

Augmented Reality

Engagement­ How long Users View the Poster / AR Content

Behavioral Intent­ NPS­ Intent to learn more / enroll

Comprehension­ Recall­ Recognition

Collecting Data

Results - Engagement

0 100 200 300 400 500 6000

100

200

300

400

500

600

700

800

Duration of EngagementAR NAR

DURATION OF READING POSTER

DU

RATI

ON

OF

DO

ING

SU

RVEY

Results – Behavioral Intent

I_Q_1 I_Q_2 I_Q_3 I_Q_40

1

2

3

4

5

6

Average Score on Behavioral Intention Ques-tionsAR NAR

Results - Comprehension

A_Q_1 A_Q_2 A_Q_3 A_Q_4 A_Q_50

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

Average Score on Acquisition QuestionsAR NAR

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)

Conclusion

• Engagement Positive impact ✓

• Behavioral Intent Positive impact ✓

• Comprehension Needs more thorough future test

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

Thank You!

Come try out the demo and tell us what you think after class!