The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers' Negative Evaluations
Agriculture
; 13(2):335, 2023.
Artículo
en Inglés
| ProQuest Central | ID: covidwho-2261400
ABSTRACT
This paper examines the use of augmented reality technology in the design of packaging for takeaway food to assist in marketing. The research is divided into three studies for progressive investigation and analysis. Study 1 collected 375,859 negative evaluations of food delivery from the Internet and explored the main reasons that may have impacted the user's evaluation by Latent Dirichlet Allocation topic modeling. Study 2 evaluated the effectiveness of augmented reality packaging by surveying 165 subjects and comparing it with traditional packaging. We conducted a survey of 1603 subjects in Study 3 and used the technology incentive model (TIM) to analyze how augmented reality technology positively impacts food delivery marketing. It has been established that packaging will influence the negative perception of consumers about buying and eating takeout food. Specifically, augmented reality technology can improve negative evaluations by providing a more conducive user experience than traditional packaging. According to our findings, augmented reality technology has improved the consumers' perception of interaction, perceived vividness, and novelty experience, and achieved the aim of promoting takeaway food retail by improving negative evaluations posted by users.
Texto completo:
Disponible
Colección:
Bases de datos de organismos internacionales
Base de datos:
ProQuest Central
Tipo de estudio:
Estudio experimental
Idioma:
Inglés
Revista:
Agriculture
Año:
2023
Tipo del documento:
Artículo
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