隨著科技的進步，擴增實境普及的程度在我們的生活中處處可見。此研究的主要目的是分析擴增實境應用在酒店業的廣告上對消費者及企業帶來的效益。將擴應實境的技術應用在酒店廣告，特別在手機平台上，是使用者輕鬆獲得體驗的地方。這裡所謂效益是指更好的用戶體驗和提高企業的行銷部營銷效果。
本研究選擇了杜拜Emaar Hospitality Group酒店集團的當地三星級酒店品牌Rove Hotels來設計實驗，並收集了123份問券調查使用者經驗，作為擴增實境廣告體驗的回饋。本研究採用SPSS驗證假說，使用者的廣告態度對行銷效果存在著正面影響。再者，擴增實境技術在使用者對於廣告態度與行銷營銷效果之間的關係中，存在調節作用。結果也反映了正向的用戶體驗在擴增實境技術的支持下將會產生較高的購買意願及社交媒體平台上口口相傳之成果，相關管理實務意涵亦於文末討論。

This professional thesis main objective was to analyze the potential benefits of applying augmented reality to the mobile advertisement for the hospitality sector in Dubai, United Arab Emirates. Applying augmented reality technology to the hotel advertisement on mobile phones is where people can have the experience easily. The potential benefits described here as a better user experience and an increase in marketing effectiveness.
This study chooses Rove Hotels, a local 3-star hotel brand belongs to Emaar Hospitality Group, to design the experiments and gathered 123 participants to report their experience in the survey. This study used a quantitative method with SPSS statistical analysis to examine the user experience and marketing effectiveness of the augmented reality advertisement. Finally, this research verified the hypothesis with the results of augmented reality technology plays a moderator to the relationship between attitude towards advertisement to marketing effectiveness. These results also provided implications to the marketing professionals in Dubai that positive user experience has yield positive outcomes to purchase intention and social media engagement with the help of augmented reality technology.

國立中山大學研究生學位論文審定書 i
ACKNOWLEDGEMENTS ii
中文摘要 iii
ABSTRACT iv
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
About Rove Hotels 3
1.2 Research Question 5
1.3 Objectives of the Research 6
CHAPTER 2 LITERATURE REVIEW 8
2.1 Augmented Reality 8
2.1.1 What is augmented reality (AR) 8
2.1.2 Augmented reality marketing 9
2.1.3 Digital marketing in Dubai hospitality and tourism sector 11
2.2 Attitude Toward Advertisement 12
2.2.1 Emotions 13
2.2.2 Engagement 14
2.3 Media Richness 15
2.4 Marketing Effectiveness 17
2.4.1 Social media engagement 18
2.4.2 Purchase intention 19
CHAPTER 3 RESEARCH METHOD 21
3.1 Research Framework 21
3.2 Survey Design 22
3.2.1 Sample and procedure 23
3.2.2 Measurement 25
3.3 Data Analysis 28
CHAPTER 4 RESULTS 30
4.1 Descriptive Statistics 30
4.2 Correlations 32
4.3 Results Analysis 33
4.3.1 Hypotheses testing 34
4.3.2 Research findings 36
CHAPTER 5 DISCUSSION AND CONCLUSION 37
5.1 Discussion 37
5.2 Research Contributions 38
5.3 Research Limitations 39
5.4 Future Research 40
Reference 42
Appendix 48

Reference
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.

Balasubraman, S., Peterson, R. A., & Jarvenpaa, S. L. (2002). Exploring the implications of m-commerce for markets and marketing. Journal of the academy of Marketing Science, 30(4), 348-361.

Barnes, Stuart J. "The mobile commerce value chain: analysis and future developments." International journal of information management 22, no. 2 (2002): 91-108.

Belcher, D., Billinghurst, M., Hayes, S. E., & Stiles, R. (2003, October). Using augmented reality for visualizing complex graphs in three dimensions. In The Second IEEE and ACM International Symposium on Mixed and Augmented Reality, 2003. Proceedings. (pp. 84-93). IEEE.

Blattberg, R. C., & Deighton, J. (1996). Manage marketing by the customer equity test. Harvard business review, 74(4), 136.

Bulearca, M., & Tamarjan, D. (2010). Augmented reality: A sustainable marketing tool. Global business and management research: An international journal, 2(2), 237-252.

Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of interactive marketing, 23(4), 321-331.

Carlson, J. R., & Zmud, R. W. (1999). Channel expansion theory and the experiential nature of media richness perceptions. Academy of management journal, 42(2), 153-170.

Clarke, R. J. (2016). B2B social media semantics: Analysing multimodal online meanings in marketing conversations. Industrial Marketing Management, 54, 92-106.

Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online in-game advertising effect: Examining the influence of a match between games and advertising. Journal of Interactive Advertising, 11(1), 63-73.

Chiang, C. F., & Jang, S. S. (2007). The effects of perceived price and brand image on value and purchase intention: Leisure travellers' attitudes toward online hotel booking. Journal of Hospitality & Leisure Marketing, 15(3), 49-69.

Cho, C. H., & Leckenby, J. D. (1999, March). Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising. In Proceedings Of The Conference-American Academy of Advertising (pp. 162-179). American Academy of Advertising.

Dadwal, S. S., & Hassan, A. (2016). The augmented reality marketing: A merger of marketing and technology in tourism. In Mobile Computing and Wireless Networks: Concepts, Methodologies, Tools, and Applications (pp. 63-80). IGI Global.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.

Edell, J. A., & Burke, M. C. (1984). The moderating effect of attitude toward an ad on ad effectiveness under different processing conditions. ACR North American Advances.

Ekman, P. (1999). Basic emotions. Handbook of cognition and emotion, 98(45-60), 16.

Feiner, S., Macintyre, B., & Seligmann, D. (1993). Knowledge-based augmented reality. Communications of the ACM, 36(7), 53-62.

Gabbard, C. E., Chaffins, B. R., & Howerton III, E. B. (2001). U.S. Patent No. 6,205,432. Washington, DC: U.S. Patent and Trademark Office.

Gao, Q., Rau, P. L. P., & Salvendy, G. (2009). Perception of interactivity: Affects of four key variables in mobile advertising. International Journal of Human-Computer Interaction, 25(6), 479-505.

Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimal flow in human—computer interaction. The Journal of psychology, 128(4), 381-391.

Haghirian, P., Madlberger, M., & Tanuskova, A. (2005, January). Increasing advertising value of mobile marketing-an empirical study of antecedents. In Proceedings of the 38th annual Hawaii international conference on system sciences(pp. 32c-32c). IEEE.

Huang, T. L., & Hsu Liu, F. (2014). Formation of augmented-reality interactive technology's persuasive effects from the perspective of experiential value. Internet Research, 24(1), 82-109.

Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research, 22(3), 252-274.

Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web: opportunities and challenges. Journal of computer-mediated communication, 1(3), JCMC1

Hoffman, D. L., & Fodor, M. (2010). Can you measure the ROI of your social media marketing?. MIT Sloan Management Review, 52(1), 41.

Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.

Lee, H. H., Fiore, A. M., & Kim, J. (2006). The role of the technology acceptance model in explaining effects of image interactivity technology on consumer responses. International Journal of Retail & Distribution Management, 34(8), 621-644.

Li, T., & Meshkova, Z. (2013). Examining the impact of rich media on consumer willingness to pay in online stores. Electronic Commerce Research and Applications, 12(6), 449-461.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468.

Lo, S. K., & Lie, T. (2008). Selection of communication technologies—A perspective based on information richness theory and trust. Technovation, 28(3), 146-153.

Leung, D., Law, R., Van Hoof, H., & Buhalis, D. (2013). Social media in tourism and hospitality: A literature review. Journal of travel & tourism marketing, 30(1-2), 3-22.

Leung, X. Y., Bai, B., & Stahura, K. A. (2015). The marketing effectiveness of social media in the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality & Tourism Research, 39(2), 147-169.

Lin, T. J., Duh, H. B. L., Li, N., Wang, H. Y., & Tsai, C. C. (2013). An investigation of learners' collaborative knowledge construction performances and behaviour patterns in an augmented reality simulation system. Computers & Education, 68, 314-321.

Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. (2015). How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment. Computers in Human Behavior, 46, 158-167.

Maity, M., Dass, M., & Kumar, P. (2018). The impact of media richness on consumer information search and choice. Journal of Business Research, 87, 36-45.

Maity, M., & Dass, M. (2014). Consumer decision-making across modern and traditional channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61, 34-46.

Mayer, R. E. (2002). Multimedia learning. In Psychology of learning and motivation (Vol. 41, pp. 85-139). Academic Press.

Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Technology as a catalyst of change: enablers and barriers of the tourist experience and their consequences. In Information and communication technologies in tourism 2015 (pp. 789-802). Springer, Cham.

Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Smart technologies for personalized experiences: a case study in the hospitality domain. Electronic Markets, 25(3), 243-254.

Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring customer experience in online environments: A structural modelling approach. Marketing Science, 19(1), 22-42.

Pagani, M., & Mirabello, A. (2011). The influence of personal and social-interactive engagement in social TV web sites. International Journal of Electronic Commerce, 16(2), 41-68.

Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of consumer research, 21(2), 381-391.

Pine, B. J., Pine, J., & Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage. Harvard Business Press.

Poushneh, A., & Vasquez-Parraga, A. Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.

Poh, D. M. H., & Adam, S. (2002, January). An exploratory investigation of attitude toward the website and the advertising hierarchy of effects. In AusWeb02, the Web enabled global village: proceedings of AusWeb02, the eighth Australian World Wide Web Conference (pp. 620-631). Southern Cross University.

Rayport, J. F., & Jaworski, B. J. (2004). Best face forward. Harvard business review, 82(12), 47-52.

Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of marketing, 68(1), 109-127.

Ryan, C. (Ed.). (2002). The tourist experience. Cengage Learning EMEA.

Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149-161.

Schmitz, J., & Fulk, J. (1991). Organizational colleagues, media richness, and electronic mail: A test of the social influence model of technology use. Communication research, 18(4), 487-523.

Sommerauer, P., & Müller, O. (2014). Augmented reality in informal learning environments: A field experiment in a mathematics exhibition. Computers & Education, 79, 59-68.

Schlosser, A. E., Shavitt, S., & Kanfer, A. (1999). Survey of Internet users' attitudes toward Internet advertising. Journal of interactive marketing, 13(3), 34-54.

Schlosser, A. E. (2003). Experiencing products in the virtual world: the role of goal and imagery in influencing attitudes versus purchase intentions. Journal of consumer research, 30(2), 184-198.

Slovic, P., Fischhoff, B., & Lichtenstein, S. (1977). Behavioral decision theory. Annual review of psychology, 28(1), 1-39.

Swan, J. E., & Gabbard, J. L. (2005, July). Survey of user-based experimentation in augmented reality. In Proceedings of 1st International Conference on Virtual Reality (Vol. 22, pp. 1-9).

Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International journal of electronic commerce, 8(3), 65-78.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business horizons, 57(6), 703-708.

Trevino, L. K., Lengel, R. H., & Daft, R. L. (1987). Media symbolism, media richness, and media choice in organizations: A symbolic interactionist perspective. Communication research, 14(5), 553-574.

Yang, W. S., Dia, J. B., Cheng, H. C., & Lin, H. T. (2006, January). Mining social networks for targeted advertising. In Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06) (Vol. 6, pp. 137a-137a). IEEE.

Yuen, S. C. Y., Yaoyuneyong, G., & Johnson, E. (2011). Augmented reality: An overview and five directions for AR in education. Journal of Educational Technology Development and Exchange (JETDE), 4(1), 11.

Yuan, Y. H. E., & Wu, C. K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality & Tourism Research, 32(3), 387-410.

Yoo, C. Y., & Stout, P. A. (2001). Factors affecting users' interactivity with the web site and the consequences of users' interactivity. In Proceedings of the Conference-American Academy of Advertising (pp. 53-61). Pullman, WA; American Academy of Advertising; 1999.

Yovcheva, Z., Buhalis, D., & Gatzidis, C. (2012). Smartphone augmented reality applications for tourism. E-review of tourism research (ertr), 10(2), 63-66.

Yovcheva, Z., Buhalis, D., & Gatzidis, C. (2013). Engineering augmented tourism experiences. In Information and communication technologies in tourism 2013 (pp. 24-35). Springer, Berlin, Heidelberg.

Yovcheva, Z., Buhalis, D., Gatzidis, C., & van Elzakker, C. P. (2014). Empirical evaluation of smartphone augmented reality browsers in an urban tourism destination context. International Journal of Mobile Human-Computer Interaction (IJMHCI), 6(2), 10-31.

Van Krevelen, D., & Poelman, R. (2007). Augmented reality: Technologies, applications, and limitations. Vrije Univ. Amsterdam, Dep. Comput. Sci.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.

Vong, K. (2014). How brands are using augmented reality in marketing to engage customers. Retrieved from: http://bit.ly/SrBNTq

Weng, J., Lim, E. P., Jiang, J., & He, Q. (2010, February). Twitterrank: finding topic-sensitive influential twitterers. In Proceedings of the third ACM international conference on Web search and data mining (pp. 261-270). ACM.

Wright, P., & McCarthy, J. (2004). Technology as experience. Cambridge, MA: MIT Press.

Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information & management, 42(5), 719-729.

Zhao, L., & Zhu, J. (2010). Internet marketing budget allocation: From practitioner's perspective. International Journal of Information Technology & Decision Making, 9(05), 779-797.

Zhang, X., Navab, N., & Liou, S. P. (2000). E-commerce direct marketing using augmented reality. In 2000 IEEE International Conference on Multimedia and Expo. ICME2000. Proceedings. Latest Advances in the Fast-Changing World of Multimedia (Cat. No. 00TH8532) (Vol. 1, pp. 88-91). IEEE.