摘要
本研究关注增强现实技术与历史文创产品的结合是否会增加用户体验和商业绩效这一问题。研究发现在历史文创产品情境下,增强现实技术所具有的现实时空同步嵌入特征会对产品评价产生负面作用。这是由于增强现实技术产品展示将现实时空要素延伸到具有历史属性的历史文化产品上,降低了消费者对历史文创产品真实性的感知。然而,当在展示并提供艺术细节信息时,艺术属性取代历史属性成为中心属性,此时增强现实产品展示对于历史文创产品的负面影响作用消失。本研究从时空匹配视角扩展了人们对增强现实技术应用效果的理解,为历史文创产品与新技术结合的实践提供了指导。
In recent years,the marketing of historical-cultural creative products has obtained much attention from the media and the public by actively adopting various commercial innovations.However,few studies has explored how to combine historical-cultural creative products with commercial innovations.Meanwhile,Augmented Reality(AR),a kind of innovative interactive technology that can realize the synchronization and integration of the virtual and the real,has been widely used in commodity displays and museum exhibitions.Most existing researches find that virtual display based on AR can produce positive effects.This study focuses on the effect of combination of AR presentation and historical-cultural creative products on product evaluation.Different from previous studies,we find that the use of AR in historical-cultural creative products displays harms consumers’evaluation of the products,and perceived authenticity plays a mediating role in this process.This is because the present spatial-temporal elements of AR product display will be extended to the historical-cultural creative products,which reduce consumers’perceived authenticity of the products and product evaluation.In addition,the availability of artistic details of historical-cultural creative products moderates the negative effect.Since historical-cultural creative products have both historical and artistic attributes,when artistic details are provided during the display,artistic attributes will replace historical attributes as the central attributes.In this case,the negative effect of augmented reality product display on historical-cultural creative products disappears.Theoretically,this study extends the understanding of augmented reality technology from the perspective of spatial-temporal elements,explores the multiple characteristics of historical-cultural creative products(i.e.historical and artistic attributes),and applies the authenticity theory to the technological experience context,thus establishes a theoretical connection with the augmented reality literature.Practically,this study provides guidance for the practice of combining historical-cultural creative products with new technologies.
作者
崔楠
陈全
徐岚
贺靖婷
徐华谨
Cui Nan;Chen Quan;Xu Lan;He Jingting;Xu Huajin(Economics and Management School,Wuhan University)
出处
《南开管理评论》
CSSCI
北大核心
2021年第6期50-61,I0011,I0012,共14页
Nankai Business Review
基金
国家自然科学基金项目(71772141、71872140、72072135)资助。
关键词
增强现实
历史文创产品
感知真实性
时间线索
Augmented Reality(AR)
Historical Cultural Creative Product
Perceived Authenticity
Time Cue
