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博碩士論文 etd-0720119-031120 詳細資訊
Title page for etd-0720119-031120
論文名稱
Title
擴增實境應用在迪拜酒店業的廣告項目:以迪拜 Rove Hotels 為例
A barrier or a booster? Apply Augmented Reality to hospitality advertisement in Dubai. Take Rove Hotels for example.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
64
研究生
Author
指導教授
Advisor
召集委員
Convenor
黃良志
Dr. Liang-Zhi Huang
口試委員
Advisory Committee
陳媛玲
Dr. Yuan-Ling Chen
口試日期
Date of Exam
2019-07-18
繳交日期
Date of Submission
2019-08-20
關鍵字
Keywords
購買意願、擴增實境、廣告效益、使用者體驗、數位行銷、行銷效益
Media Richness, User Experience, Digital Advertisement, Augmented Reality, Marketing Effectiveness
統計
Statistics
本論文已被瀏覽 5633 次,被下載 10
The thesis/dissertation has been browsed 5633 times, has been downloaded 10 times.
中文摘要
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。
Abstract
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.
目次 Table of Contents
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
參考文獻 References
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