The Diffusion Influence Factors Analysis Of Augmented Reality Books

With the continuous innovation of key technologies for Augmented Reality,augmented reality books(also known as AR books)have developed rapidly in recent years,and their strong development momentum and strong market potential have drawn great attention from the publishing industry.Many publishing units are exploring the publication of augmented reality books actively,consumers of which are also growing.But it is undeniable that the number of consumers of augmented reality books is still far from the number of consumers of traditional books,and the spread of augmented reality books is still limited.Due to the characteristics of augmented reality books,there must be some differences between its consumer group and other traditional book consumer groups,and its diffusion influence factors are also different from other traditional books.Therefore,only by exploring the influencing factors of the proliferation of augmented reality books and mastering their diffusion laws can we adopt effective distribution and promotion strategies to maximize the publishing revenue and promote the healthy development of the industry.Through the interviews of some consumers' purchasing and sharing behaviors,the influencing factors affecting the diffusion of AR books were extracted,and the innovation diffusion theory and perceived risk theory were determined as the theoretical basis.Based on this,the author constructed an influential factor model for the diffusion of augmented reality books,and proposed the factors,including comparative advantages? compatibility? complexity? observability? trialability?communication channels ? social systems and functional risk,financial risk and physical risk of augmented reality books,have a significant impact on consumer adoption behaviors.Through the empirical research,the influence factor model of augmented reality book diffusion is analyzed and summarized,and the consumer portraits of augmented reality books are further drawn.Also,it is concluded that the relative advantages of augmented reality books?communication channels,functional risks and financial risks have a relatively large effect on consumer adoption behavior,observability and physical risks do not have a significant impact on consumer adoption behavior..Finally,according to the empirical research conclusions,in order to enhancing the relative advantages of augmented reality books,increasing the distribution channels,and reducing the financial and functional risks of consumers,there are four specificstrategies and suggestions for the augmented reality books,including enhance the core competitiveness,explore multiple profit models,open multiple diffusion channels,and enhance consumer experience.