Comparative Research On Chinese And South Korean Audience Acceptance Of Augmented Reality Advertising

With the rapid development of augmented reality technology in recent years,people,virtual worlds,and the real world have achieved close interaction.As an emerging trend of advertising development,augmented reality advertising breaks through the isolation of advertising content and the real three-dimensional space,bringing people a highly realistic interactive experience.How to motivate audience to participate,enjoy and accept is the key to the success of augmented reality advertising.This paper proposes improvement suggestions based on the comparative study of Chinese and Korean augmented reality advertising audiences,and proposes suggestions for improving the acceptance characteristics of Chinese audiences and the problems in the process of acceptance,and provides reference for the future development of China's augmented reality advertisements.Based on the comparative perspectives of China and South Korea,this paper conducts a progressive study of augmented reality advertising from three aspects:audience acceptance psychology,audience acceptance behavior,and audience acceptance effect.Through the questionnaire survey of Chinese and Korean audiences and the analysis of similarities and differences between Chinese and Korean audiences,we have studied the group characteristics and preferences of Chinese audiences,which can provide valuable suggestions for the development of augmented reality advertising in China.Through our investigation,we finds that the Chinese audience of augmented reality advertising have the following three characteristics: the psychological needs of Chinese audiences are more diversified,entertainment,innovation,and demand psychology are more prominent;on the behavioral level,Chinese audiences are more inclined to use outdoor electronic displays for augmented reality advertising reception;on the effect level,the Chinese audience's willingness to interact and willingness to share is significantly lower than that of Korean audiences.In addition,the reasons for the formation of similarities and differences between Chinese and Korean augmented reality advertising audiences are analyzed from the perspectives of society and individuals.Based on the above studies,we have proposed several strategies for augmented reality advertising from audience acceptance psychology,acceptance behavior and acceptance effect,and have discussed the future work.Based on the acceptancepsychology of China's augmented reality advertising audience,this paper proposes to improve the entertainment attributes of augmented reality advertisements based on game forms,improve the involvement of multiple sensory stimuli,and suppress the focus effect in various ways.Based on the acceptance behavior of China's augmented reality advertising audience,it proposes improvement suggestions for multi-channel Augmented Reality Advertising,Implanted Purchase Interface to simplify the purchase process,and guide the audience to improve the integrity of the behavior process.Aiming at the receiving effect of the augmented reality advertising audience,the improvement strategy of improving the ease of use and cognitive ability of the advertising operation,establishing the participation reward mechanism to encourage the audience to engage in advertising interaction,and increasing the sharing interface to improve the convenience of the audience's secondary communication are proposed.The above suggestions and strategies for improvement have certain practical significance for the popularization of augmented reality advertisements in China,and provide a reference for the improvement of augmented reality advertisements in China.