Study on Virtual Experience Marketing Model Based on Augmented Reality: Museum Marketing (Example)

Abstract

With the development of emerging digital technologies such as Augmented Reality and Artificial Intelligence, Augmented Reality (AR) technology-enabled experience marketing model can bring brand new virtual experience to the users, improve the brand attitudes of users, and increase the use and purchase intention of users. Based on the theoretical basis of experience marketing and AR, the AR application of Guilin Museum was designed and developed by using Unity as the software development tool and using AR Foundation as the AR development framework. The implementation of this application was mainly based on face detection and tracking, image detection, and tracking in the underlying API of AR Foundation. Subsequently, an AR virtual experience marketing model was constructed based on the Schmitt strategic experience module, and the usage data of AR applications were collected. Furthermore, the collected data were analyzed and evaluated using SPSS and AMOS software, and the relationships and influences of sensory experience, emotional experience, thinking experience, action experience, and association experience on the brand attitudes of users and use intention and purchase intention in AR application were tested.