隨著擴增實境(Augmented Reality, AR)技術逐漸應用於行銷領域，互動式廣告提供消費者主動探索品牌與沉浸式體驗的機會，進而提升廣告溝通效果，而相關研究亦逐漸受到重視。然而，現有AR廣告研究多聚焦於消費者態度、使用動機及互動反應，對於不同互動次數的AR廣告是否會如同傳統廣告般產生廣告磨損效應，以及技術熟悉度如何影響廣告效果的探討仍相對有限。因此，本研究旨在探討消費者體驗AR廣告時，不同互動次數是否會影響其娛樂性感受與新穎性感受，並進一步影響廣告效果。此外，為了探討消費者對擴增實境的「熟悉度」差異，是否也會因為「互動程度」而影響他們在廣告體驗上的娛樂性及新穎性感受，進而影響他們對廣告效果的評估，因此，本研究設定5項研究假設來探究其間關係。本研究以1997年至2012年間出生之Z世代消費者為研究對象，將其隨機分配至「適度重複互動」與「過度重複互動」兩組，透過擴增實境廣告體驗與線上問卷填寫，最後回收200份有效樣本，以獨立樣本T檢定、PROCESS模型及Pearson相關分析進行研究資料分析，以驗證各項研究假設。
研究結果顯示，相較於「過度重複互動」，「適度重複互動」能使消費者產生較高的娛樂性感受與新穎性感受，說明與AR互動廣告「過度重複互動」亦如同傳統單向廣告般，會產生廣告磨損效應而降低消費者的正向體驗。此外，「娛樂性感受」在AR廣告重複互動程度與廣告效果間具有中介效果。亦即，當消費者的互動程度所引起的娛樂性感受愈高時，其對廣告效果的評價也愈高。而他們的「新穎性感受」則未於其間產生顯著的中介效果。然而，消費者對AR技術的「熟悉度」雖與他們對廣告效果的評價呈現正向關聯，但並不會因此而調節不同重複互動程度的消費者對廣告效果之評價。換言之，消費者AR技術熟悉度高、低並不會調節「重複互動次數組別」對廣告效果的評斷。
整體而言，本研究結果除了補足擴增實境廣告情境在廣告磨損理論方面的研究缺口外，亦提出擴增實境廣告互動機制與重複互動次數以供相關實務規劃之參考，並建議未來研究可納入不同產業類別、不同擴增實境形式廣告及多元族群，以提升研究結果之可延伸性與外部效度。

As Augmented Reality (AR) technology has become increasingly adopted in the field of marketing, interactive advertisements provide consumers with opportunities to actively explore brands and engage in immersive experiences, thereby enhancing advertising effectiveness. Consequently, research on AR advertising has attracted growing scholarly attention. However, existing studies have primarily focused on consumer attitudes, usage motivations, and interactive responses, while relatively little attention has been paid to whether different levels of interaction frequency in AR advertising may produce an advertising wear-out effect similar to that observed in traditional advertising, or to how consumers’ familiarity with AR technology influences advertising effectiveness. Therefore, this study aims to investigate whether different levels of interaction frequency in AR advertising affect consumers’ perceptions of entertainment and novelty, and subsequently influence advertising effectiveness. In addition, this study examines whether consumers’ familiarity with AR technology moderates the relationship between interaction frequency and advertising effectiveness.
This study targeted Generation Z consumers born between 1997 and 2012. Participants were randomly assigned to either a moderate repeated interaction group or an excessive repeated interaction group. After experiencing an AR advertisement and completing an online questionnaire, 200 valid responses were collected. Independent-samples t-tests, PROCESS analyses, and Pearson correlation analyses were conducted to test the proposed hypotheses.
The results indicate that, compared with excessive repeated interaction, moderate repeated interaction leads to higher levels of perceived entertainment and perceived novelty among consumers. This finding suggests that excessive repeated interaction with AR advertisements, much like repeated exposure to traditional one-way advertisements, may result in advertising wear-out and consequently diminish consumers’ positive experiences. Furthermore, perceived entertainment was found to mediate the relationship between the level of repeated interaction with AR advertisements and advertising effectiveness. In other words, the greater the entertainment consumers experience during repeated interactions, the more positively they evaluate the effectiveness of the advertisement. However, perceived novelty did not exhibit a significant mediating effect. In addition, although consumers’ familiarity with AR technology was positively associated with their evaluations of advertising effectiveness, it did not moderate the relationship between the level of repeated interaction and advertising effectiveness. In other words, regardless of whether consumers had high or low familiarity with AR technology, familiarity did not alter the effect of repeated interaction level on advertising effectiveness.
Overall, the findings not only address a research gap regarding advertising wear-out in the context of AR advertising, but also provide practical implications concerning AR advertising interaction mechanisms and appropriate levels of repeated interaction. Future studies are encouraged to incorporate different industry categories, various forms of AR advertising, and more diverse participant groups to enhance the generalizability and external validity of the findings.

Daniel（2022 年 5 月 11 日）。〈Google 地圖推出全新沉浸式實景功能以及多項更新〉，《Google 台灣官方部落格》。取自：https://blog.google/intl/zh-tw/products/explore-get-answers/2022_05_io-maps/
Mathew, S（2020）。《場景行銷模式》。天下文化。洪慧芬譯。天下文化。（原書 Mathew Sweezey [2020].Context Marketing Revolution: How to Motivate Buyers in the Age of Infinite Media）
Meta（2022年6月16日）。創新AR廣告研究將沉浸式廣告創意的價值量化。取自：https://www.facebook.com/business/news/insights/groundbreaking-ar-ad-study-quantifies-the-value-of-immersive-creative
PX Channel （2013年8月9日）。 〈2013 全聯SMART中元節系列廣告 貞子篇 賺人熱淚完整版〉 【影音】。 https://www.youtube.com/watch?v=wt_HSeulEVY&list=PLQMkgxalAnKwpXFgtGhBb-8s6FsZjnhx0&index=3
Shelley Tsai（2024 年 7 月 22 日）。〈宛如走進遊戲世界！寶礦力水得新廣告融合 AR 藝術，4 版本呈現「潛能在你內心」展現青春活力〉，《Shopping Design》。取自：https://www.shoppingdesign.com.tw/post/view/10596
TWNIC（2023）。2023台灣網路報告Taiwan Internet Report。https://report.twnic.tw/2023/index.html
中華民資訊軟體協會（2024 年 11 月 5 日）。〈5G賦能餐飲新境界：AR互動遊戲 x 元宇宙婚禮，打造全新體驗〉，《中華民資訊軟體協會新知分享》。取自：https://www.cisanet.org.tw/Industry/NewsFlashDetail/2634Miriam
台北市廣告代理商業同業公會（2008）。《台灣廣告50年專書》。台北市廣告代理商業同業公會。
江義平、俞帛宏（2011）。橫幅廣告點擊效果之影響因素探究。Electronic Commerce Studies，9(4)，433-458。https://doi.org/10.29767/ECS.201112.0003
宇萌數位科技股份有限公司（2021年5月19 日）。〈新冠肺炎疫情下潮流的走向：WebAR與數位行銷的結合〉，《宇萌數位科技股份有限公司Ar風向》。取自：https://www.arplanet.com.tw/covid19-winkiss/trends/artrends/
宇萌數位科技股份有限公司（2019 年11 月 27 日）。〈跟上星巴克的腳步 使用AR科技玩聖誕/節日行銷〉，《宇萌數位科技股份有限公司Ar風向》。取自：https://www.arplanet.com.tw/starbucksar/trends/artrends/
李佑慈（2020年4月13日）。當AR廣告設計不再只是噱頭:開啟消費新渠道的路徑，讓消費者 體驗更順暢。取自：https://adaround.blogspot.com/2020/04/ar.html?fbclid=IwAR1pXQYfe-ZJLem8gFT3xHQoVHCZBPINDzgAovOhUkc6viRN_-E6VFAE2Ys
吳姝霆 (2018). 產品涉入度, 互動性和廣告訴求對廣告效果之影響--以互動廣告擴增實境應用為例. 臺灣師範大學大眾傳播研究所學位論文, 1-128. https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.6345/THE.NTNU.GMC.006.2018.F05
李柔（2006）。廣告重複策略效果研究：重複次數、變異性、時間間隔交互效果〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0021-2304200714410718
周樹華, 葉銀嬌, & 徐潔. (2009). 娛樂的社會和心理功能：中西方研究的現狀與前瞻. 傳播與社會學刊, 10, 157–178. https://doi.org/10.30180/CS.200910_(10).0007
林明杰、尤詩怡、莊雅茹、陳德釗（2012）。擴增實境廣告對消費者沉浸經驗與廣告溝通效果之研究。輔仁管理評論，19(3)，55-81。https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.29698/FJMR.201211.0003
柳婷（1999）。《廣告與行銷》。五南圖書出版。
張郁敏（2008）。單一與多重媒體重複策略之傳播效果比較。中華傳播學刊，(14)，231-265。https://doi-org.proxyone.lib.nccu.edu.tw:8443/10.6195/cjcr.2008.14.06
黑松（2022 年1 月 22 日）。〈全球瘋元宇宙！ 黑松首創自販機AR互動遊戲 自販機化身數位入口 消費者購物增添沉浸式體驗！〉，《黑松最新消息》。取自：https://www.heysong.com.tw/%E5%85%A8%E7%90%83%E7%98%8B%E5%85%83%E5%AE%87%E5%AE%99%EF%BC%81-%E9%BB%91%E6%9D%BE%E9%A6%96%E5%89%B5%E8%87%AA%E8%B2%A9%E6%A9%9Far%E4%BA%92%E5%8B%95%E9%81%8A%E6%88%B2%E8%87%AA%E8%B2%A9%E6%A9%9F/
黑松沙士 （2021 年 10 月 15 日）。 〈經典古道搭配獨特畫風！4款黑松沙士限定瓶身限量開賣〉 ，《食力》。https://www.foodnext.net/life/recipes/breakfast/paper/5975639231
楊中芳（1994）。《廣告的心理原理》。遠流。
經濟部統計處（2025 年 7 月 7 日）。〈113年我國非酒精飲料業產值年增3.9%，連續10年正成長〉，《經濟部》。取自：https://www.moea.gov.tw/Mns/populace/news/News.aspx?kind=1&menu_id=40&news_id=119850
劉芸竹（2023）。互動廣告之互動性感受、消費者情緒以及消費者意圖關係之研究〔碩士論文，國立臺灣師範大學〕。華藝線上圖書館。https://doi.org/10.6345/NTNU202300246
蔡佩珊（2004）。網路廣告效果評估方式之探討。﹝碩士論文。國立政治大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/p9pt5v。
蔡淑芬（2021年 12 月 10 日）。〈百年茶葉結合AR新體驗 搶攻手搖飲商機〉，《工商時報》。https://www.ctee.com.tw/news/20211210700991-431207
蕭妤秦（2024 年 9月 1 日）。〈行動、家外媒體技術與人性的結合〉，《動腦雜誌》。https://www.brain.com.tw/news/articlecontent?ID=52443
 
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454. https://doi.org/10.1086/209080
Arcadia AR Creative Studio (2025, January 27)2024_COKE_CASE_STUDY .[Video]https://vimeo.com/1050788994?fl=pl&fe=ti
Azuma, R. T. (1997). A survey of augmented reality. Presence: teleoperators & virtual environments, 6(4), 355-385. https://doi.org/10.1162/pres.1997.6.4.355
Baker, W. E. (2001). The Diagnosticity of Advertising Generated Brand Attitudes in Brand Choice Contexts. Journal of Consumer Psychology, 11(2), 129–139. http://www.jstor.org/stable/1480561
Barta, S., Gurrea, R., & Flavián, C. (2025). Augmented reality experiences: Consumer-centered augmented reality framework and research agenda. Psychology & Marketing, 42(2), 634–650. https://doi.org/10.1002/mar.22143
Barbara A. Lafferty, Ronald E. Goldsmith (1999). Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad. Journal of Business Research, 4(2), 109-116. https://doi.org/10.1016/S0148-2963(98)00002-2g
Bartlett, M. S. (1954). A note on the multiplying factors for various χ 2 approximations. Journal of the Royal Statistical Society. Series B (Methodological), 296-298.
Beaworld festival. (n.d.). Retrieved September 22, 2025 from, https://beaworldfestival.com/eubea_events/coca-cola-projection-mapping-new-years-eve-2021/
Burger King BR (2019, March 20). BK - Burn That Ad. [Video]. https://www.youtube.com/watch?v=PGByvh25uE0
Berlyne, D. E. (1970). Novelty, complexity, and hedonic value. Perception & psychophysics, 8(5), 279-286. https://doi.org/10.3758/BF03212593
Bonnin, G. (2020). The roles of perceived risk, attractiveness of the online store and familiarity with AR in the influence of AR on patronage intention. Journal of Retailing and Consumer Services, 52, Article 101938. https://doi.org/10.1016/j.jretconser.2019.101938
Brackett, L. K., & Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23–32. https://doi.org/10.2501/JAR-41-5-23-32
Brito, P. Q., & Stoyanova, J. (2018). Marker versus Markerless Augmented Reality. Which Has More Impact on Users? .International Journal of Human-Computer Interaction, 34(9), 819–833. https://doi.org/10.1080/10447318.2017.1393974
Cacioppo, J. T., & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of Personality and Social Psychology, 37(1), 97–109. https://doi.org/10.1037/0022-3514.37.1.97
Cialdini, R. B., Petty, R. E., & Cacioppo, J. T. (1981). Attitude and attitude change. Annual Review of Psychology, 32, 357–404. https://doi.org/10.1146/annurev.ps.32.020181.002041
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew research center, 17(1), 1-7.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues and Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Edwards, S. M., & Gangadharbatla, H. (2001). The Novelty of 3D Product Presentations Online. Journal of Interactive Advertising, 2(1), 10–18. https://doi.org/10.1080/15252019.2001.10722054
Ertekin, S., & Pelton, L. E. (2014). Raising the Bar for Consumer Engagement: Qualitative Investigation of Attitudes for Quick Response Codes in Magazine Advertisements. Journal of Marketing Development and Competitiveness, 8(3), 84. https://proxyone.lib.nccu.edu.tw/login?url=https://www.proquest.com/scholarly-journals/raising-bar-consumer-engagement-qualitative/docview/1647066617/se-2
Elsen, M., Pieters, R. & Wedel, M. Effects of advertising exposure duration and frequency: a theory and initial test. J Market Anal 13, 386–404 (2025). https://doi.org/10.1057/s41270-024-00373-4
Feng, Y., & Xie, Q. (2018). Demystifying Novelty Effects: An Analysis of Consumer Responses to YouTube Videos Featuring Augmented Reality Out-of-Home Advertising Campaigns. Journal of Current Issues & Research in Advertising, 40(1), 36–53. https://doi.org/10.1080/10641734.2018.1500321
Feng, Y., & Mueller, B. (2019). The State of Augmented Reality Advertising Around The Globe: A Multi-Cultural Content Analysis. Journal of Promotion Management, 25(4), 453–475. https://doi.org/10.1080/10496491.2018.1448323
Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The influence of familiarity and usability on loyalty to online journalistic services: The role of user experience. Journal of Retailing and Consumer Services, 13(5), 363-375. https://doi.org/10.1016/j.jretconser.2005.11.003
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9.
Geuens, M., & De Pelsmacker, P. (2017). Planning and Conducting Experimental Advertising Research and Questionnaire Design. Journal of Advertising, 46(1), 83–100. http://www.jstor.org/stable/26157263
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, mod-eration, and conditional process modeling [White paper]. Retrieved from http://www.afhayes.com/public/process2012.pdf
Hayes, A. F. (2018). Partial, conditional, and moderated moderated mediation: Quantification, inference, and interpretation. Communication Monographs, 85(1), 4–40. https://doi.org/10.1080/03637751.2017.1352100
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hilary Milnes(May 5, 2023) . Coach’s AR try-on window will stop shoppers in the street. Vogue Business.https://www.vogue.com/article/coachs-ar-try-on-window-will-stop-shoppers-in-the-street
Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50–68. https://doi.org/10.1177/002224299606000304
Hopp, T., & Gangadharbatla, H. (2016). Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy. Journal of Current Issues & Research in Advertising, 37(2), 113–130. https://doi.org/10.1080/10641734.2016.1171179
IWAI, D. (2024). Projection mapping technologies: A review of current trends and future directions. Proceedings of the Japan Academy, Series B, 100(3), Article pjab. 100.012. https://doi.org/10.2183/pjab.100.012
Kaiser, H. F. (1974). An index of factorial simplicity. psychometrika, 39(1), 31-36.
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. Journal of marketing, 58(3), 97-105. https://doi.org/10.1177/002224299405800307
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Kirmani, A., & Campbell, M. C. (2004). Goal Seeker and Persuasion Sentry: How Consumer Targets Respond to Interpersonal Marketing Persuasion. The Journal of Consumer Research, 31(3), 573–582. https://doi.org/10.1086/425092
Kohli, C. S., Harich, K. R., & Leuthesser, L. (2005). Creating brand identity: a study of evaluation of new brand names. Journal of Business Research, 58(11), 1506–1515. https://doi.org/10.1016/j.jbusres.2004.07.007
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59–62. https://doi.org/10.1177/002224296102500611
Lee, K. (2012). Augmented Reality in Education and Training. TechTrends, 56(2), 13–21. https://doi.org/10.1007/s11528-012-0559-3
Liu, Y., & Shrum, L. J. (2002). What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Advertising, 31(4), 53–64. https://doi.org/10.1080/00913367.2002.10673685
LLLLITL (2024, June 7). Heineken - Pub Museums (case study) [Video]. https://www.youtube.com/watch?v=Qp8Od1eQOt4
Lord, K. R., Lee, M.-S., & Sauer, P. L. (1995). The Combined Influence Hypothesis: Central and Peripheral Antecedents of Attitude toward the Ad. Journal of Advertising, 24(1), 73–85. https://doi.org/10.1080/00913367.1995.10673469
Luhmann, N. (2000). Familiarity, confidence, trust: Problems and alternatives. Trust: Making and breaking cooperative relations, 6(1), 94-107. http://www.sociology.ox.ac.uk/papers/luhmann94-107.pdf
Lutz, R. J., MacKenzie, S. B., & Belch, G. E. (1983). Attitude toward the ad as a mediator of advertising effectiveness: Determinants and consequences. Advances in Consumer Research, 10, 532–539.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130–143. https://doi.org/10.2307/3151660
MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48–65. https://doi.org/10.1177/002224298905300204
Menard, S. (2001). Applied logistic regression analysis. SAGE publications.
Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. IEICE TRANSACTIONS on Information and Systems, 77(12), 1321-1329. https://www.alice.id.tue.nl/references/milgram-kishino-1994.pdf
Montoya, R. M., Horton, R. S., Vevea, J. L., Citkowicz, M., & Lauber, E. A. (2017). A Re-Examination of the Mere Exposure Effect: The Influence of Repeated Exposure on Recognition, Familiarity, and Liking. Psychological Bulletin, 143(5), 459–498. https://doi.org/10.1037/bul0000085
Nunnally, J. C. (1978). Psychometric theory / Jum C. Nunnally. (2d ed.). McGraw-Hill.
Pavlou, P. A., & Stewart, D. W. (2000). Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda. Journal of Interactive Advertising, 1(1), 61–77. https://doi.org/10.1080/15252019.2000.10722044
Park, T., Shenoy, R., & Salvendy, G. (2008). Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies. Behaviour & Information Technology, 27(5), 355–373. https://doi.org/10.1080/01449290600958882
Pechmann, C., & Stewart, D. W. (1988). Advertising Repetition: A Critical Review of Wearin and Wearout. Current Issues and Research in Advertising, 11(1–2), 285–329. https://doi.org/10.1080/01633392.1988.10504936
Phan Nguyen Anh, Q., Hoang, L., & Nguyen Van, D. (2025). Augmented reality (AR) marketing, customer experiences and customer delight in soft drinks: an empirical study. Asia Pacific Journal of Marketing and Logistics, 1–17. https://doi.org/10.1108/APJML-02-2025-0199
Putrevu, S., & Lord, K. R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions. Journal of Advertising, 23(2), 77–91. https://doi.org/10.1080/00913367.1994.10673443
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43–53. https://doi.org/10.1016/j.jretconser.2019.03.004
Rauschnabel, P. A., Babin, B. J., Tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140–1150. https://doi.org/10.1016/j.jbusres.2021.12.084
Rau, P. L. P., Zhou, J., Chen, D., & Lu, T. P. (2014). The influence of repetition and time pressure on effectiveness of mobile advertising messages. Telematics and Informatics, 31(3), 463-476. https://doi.org/10.1016/j.tele.2013.10.003
Runde, A. S. (1993). The challenge of the internet explosion: Ideas for staying ahead of the users. SIGUCCS 93: 21st User Services Conference, Learning from the Past and Stepping into the Future, 129583, 150–154. https://doi.org/10.1145/263814.263848
Sawyer, A. (1981). Repetition, Cognitive Responses, and Persuasion. In R. E. Petty, T. M. Ostrom, & T. C. Brock (Eds.), Cognitive Responses in Persuasion (1st ed., pp. 237–261). Psychology Press. https://doi.org/10.4324/9781315803012-13
Schmidt, S., & Eisend, M. (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising. Journal of Advertising, 44(4), 415–428. https://doi.org/10.1080/00913367.2015.1018460
Schapsis, C., Chiagouris, L., & Wingate, N. (2025). Decoding Generation Z’s habits: The augmented reality shift from gimmick to utility in omni-digital shopping. Journal of Product & Brand Management, 34(1), 119–135. https://doi.org/10.1108/jpbm-12-2023-4879
Scholz, J., & Smith, A. N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement. Business Horizons, 59(2), 149–161. https://doi.org/10.1016/j.bushor.2015.10.003
Sheinin, D. A., Varki, S., & Ashley, C. (2011). The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments. Journal of Advertising, 40(3), 5–18. https://doi.org/10.2753/JOA0091-3367400301
Stang, D. J. (1974). Methodological factors in mere exposure research. Psychological Bulletin, 81(12), 1014–1025. https://doi.org/10.1037/h0037419
Stang, D. J. (1975). Effects of “mere exposure” on learning and affect. Journal of Personality and Social Psychology, 31(1), 7–12. https://doi.org/10.1037/h0076165
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93. https://doi.org/10.1111/j.1460-2466.1992.tb00812.x
Sung, E. (Christine), Han, D. D., & Choi, Y. K. (2021). Augmented reality advertising via a mobile app. Psychology & Marketing, 39(3), 543–558. https://doi.org/10.1002/mar.21632
Tan, W. J., Kwek, C. L., & Li, Z. (2013). The antecedents of effectiveness interactive advertising in the social media. International Business Research, 6(3), 88.https://doi.org/10.5539/ibr.v6n3p88
Tan, Y.-C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented Reality in Retail and Its Impact on Sales. Journal of Marketing, 86(1), Article 0022242921995449. https://doi.org/10.1177/0022242921995449
Talon (2020, Febaurary 20). Pepsi Max Unbelievable Bus Shelter Augmented Reality Digital OOH | Talon OOH. [Video]. https://www.youtube.com/watch?v=GB_qT6rAPyY
Tellis, G. J. (1997). Effective Frequency: One Exposure or Three Factors? Journal of Advertising Research, 37(4), 75–80. https://doi.org/10.1080/00218499.1997.12466688
Tellis, G. J. (2004). Effective advertising : understanding when, how, and why advertising works / by Gerard J. Tellis. Sage Publications. http://www.loc.gov/catdir/toc/ecip046/2003016016.html
The American Marketing Association (2025, April 21). The Ultimate Guide to Advertising: Types, Strategies, and Best Practices for 2025. https://www.ama.org/marketing-news/the-ultimate-guide-to-advertising-types-strategies-and-best-practices-for-2025/
Thomas Alsop (2025, June 23). Mobile augmented reality (AR) market revenue worldwide from 2023 to 2028. https://www.statista.com/statistics/282453/mobile-augmented-reality-market-size/#statisticContainer
Weilbacher, W. M. (1970). WHAT HAPPENS TO ADVERTISEMENTS WHEN THEY GROW UP. Public Opinion Quarterly, 34(3), 216–223. https://doi.org/10.1086/267791
Wells, J. D., Campbell, D. E., Valacich, J. S., & Featherman, M. (2010). The Effect of Perceived Novelty on the Adoption of Information Technology Innovations: A Risk/Reward Perspective. Decision Sciences, 41(4), 813–843. https://doi.org/10.1111/j.1540-5915.2010.00292.x
Yang, C.-C. (1997). An exploratory study of the effectiveness of interactive advertisements on the Internet. Journal of Marketing Communications, 3(2), 61–85. https://doi.org/10.1080/135272697345970
Yang, S., Carlson, J. R., & Chen, S. (2020). How augmented reality affects advertising effectiveness: The mediating effects of curiosity and attention toward the ad. Journal of Retailing and Consumer Services, 54, 102020. https://doi.org/10.1016/j.jretconser.2019.102020
Yim, M. Y.-C., Chu, S.-C., & Sauer, P. L. (2017). Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective. Journal of Interactive Marketing, 39(1), 89–103. https://doi.org/10.1016/j.intmar.2017.04.001
Zajonc, R. B. (1968). ATTITUDINAL EFFECTS OF MERE EXPOSURE. Journal of Personality and Social Psychology, 9(2), 1–27. https://doi.org/10.1037/h0025848