Purpose

Augmented reality (AR), an innovative interactive technology that can realize the synchronization and integration of virtual and reality, has been widely used in commodity displays and museum exhibitions. However, few studies have examined the effectiveness of AR-based product display in the context of historically cultural and creative product (HCCP) marketing. This study aims to focus on whether and how the application of AR technology to the HCCP display will influence consumers’ product evaluation.

Design/methodology/approach

This study uses three experiments to examine the impact of an AR-based product display on consumers’ evaluation of HCCPs. In experiments 1 and 2, the researchers compared the consumer’s evaluation of HCCPs under the AR-based product display condition and two other display conditions (i.e. 3D model display and photographic display) and examined the mediating role of perceived authenticity in the evaluation process. Experiment 3 tested the moderating effect of the availability of artistic detail information on weakening the negative impact of AR-based product display on the evaluation of HCCPs.

Findings

This study found that using AR-based displays harms consumers’ evaluation of HCCPs by impairing perceived authenticity. The spatial-temporal cues of real-time circumstances impede consumers’ processing of the historical attributes of the product. The dynamic AR-based display makes it hard for consumers to build the product’s connection with historical prototypes. Thus, consumers’ perception of the authenticity of HCCP is reduced. Providing artistic details during the presentation makes artistic attributes more prominent than historical attributes, allowing consumers to pay more attention to the sensory experience caused by the artistic design instead of the spatial-temporal cues of the product. At this point, the negative impact of AR-based product display on the evaluation of HCCPs will be attenuated.

Originality/value

First, this study shows the adverse effects of AR-based product displays in the field of HCCP marketing. AR-based product display degrades product evaluations when the displayed product has historical attributes. Second, this study extends the perceived authenticity theory to the technological experience context and establishes a theoretical connection with the AR literature. Third, this study explores the multiple characteristics of HCCPs. The historical attributes are the central attribute of HCCPs, leading consumers to perceive lower sense of authenticity due to the conflict with real-time spatiotemporal cues risen from the AR-based display. However, the artistic attributes, which are beyond the limitation of time and space, will attenuate this conflict when they become prominent.

中文翻译：

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当历史文化创意产品遇上AR：基于增强现实的产品展示对消费者产品评价的影响

目的

增强现实（AR）作为一种能够实现虚拟与现实同步融合的创新交互技术，在商品陈列和博物馆展览中得到了广泛应用。然而，很少有研究在历史文化和创意产品 (HCCP) 营销的背景下检验基于 AR 的产品展示的有效性。本研究旨在关注 AR 技术应用于 HCCP 显示是否以及如何影响消费者的产品评价。

设计/方法/途径

本研究使用三个实验来检验基于 AR 的产品展示对消费者对 HCCP 评价的影响。在实验 1 和 2 中，研究人员比较了消费者在基于 AR 的产品展示条件和其他两种展示条件（即 3D 模型展示和照片展示）下对 HCCP 的评价，并检验了感知真实性在评价过程中的中介作用。实验 3 测试了艺术细节信息的可用性对削弱基于 AR 的产品展示对 HCCP 评估的负面影响的调节作用。

发现

这项研究发现，使用基于 AR 的显示器会通过削弱感知真实性来损害消费者对 HCCP 的评价。实时环境的时空线索阻碍了消费者对产品历史属性的处理。基于 AR 的动态显示让消费者很难将产品与历史原型建立联系。因此，降低了消费者对HCCP真实性的感知。在展示过程中提供艺术细节，使艺术属性比历史属性更突出，让消费者更关注艺术设计带来的感官体验，而不是产品的时空线索。至此，基于AR的产品展示对HCCP评估的负面影响将减弱。

原创性/价值

首先，这项研究显示了基于 AR 的产品展示在 HCCP 营销领域的不利影响。当展示的产品具有历史属性时，基于 AR 的产品展示会降低产品评价。其次，本研究将感知真实性理论扩展到技术体验背景，并与 AR 文献建立了理论联系。第三，本研究探讨了 HCCP 的多重特征。历史属性是 HCCP 的核心属性，由于与基于 AR 的显示所产生的实时时空线索的冲突，导致消费者感知到较低的真实感。然而，超越时空限制的艺术属性，在突出时会弱化这种冲突。