Research On Consumer Purchase Decision Model Based On AR Experiential Marketing

The 2016 is called the first year of AR.Since then,AR technology is becoming more practical.Which more companies storm follow,makes AR to enter wider people,such as Google,Apple,and Microsoft.The public is full of expectations for the use and promotion of AR technology.AR marketing promotes the display of marketing information to a higher platform-three-dimensional Internet marketing information.Its O2 O model,point-to-point integration,virtual experience,and game-based interaction can bring vitality to current marketing.However,current AR marketing excessively focuses on event marketing and gimmicks,which affects user experience and the actual consumer purchase decision process.How to establish an effective consumer purchasing decision model based on AR marketing is not only responsible for the consumer experience,but a guarantee for the brand's marketing strategy.This paper uses qualitative and quantitative methods,starts with the problem of AR experiential marketing decision-making,systematically discusses the concept,characteristics,and value of AR experiential marketing,combined with the perfect purchase decision model,and proposes the influence factor of AR experiential marketing.Through in-depth interviews and questionnaires,this paper summarizes the consumer purchasing decision model based on AR experiential marketing.The study found that the five experiential marketing stages of AR-experienced marketing are: attention,stimulation,experience,experience,and post-experience behavior.At the same time,experience satisfaction plays an intermediary role in the relationship between experience perception and post-experience behavior.This article summarizes the 6 links of AR experiential marketing: attention,interest,access,experience,satisfaction and conversion.In combination with six links above,we propose the following five links of AR marketing strategies: communication,select,point,experience,drainage.