Augmented Reality Marketing:Breakthroughs and Opportunities  

作　　者：Limin Niu 

机构地区：[1]School of Business Administration,Guizhou University of Finance and Economics,Guiyang 550025,China

出　　处：《Proceedings of Business and Economic Studies》2024年第5期234-238,共5页商业经济研究（百图）

基　　金：Guizhou University of Finance and Economics 2024 Student Self-Funded Research Project Funding(Project no.2024ZXSY001)。

摘　　要：The impact of augmented reality(AR)technology on consumer behavior has increasingly attracted academic attention.While early research has provided valuable insights,many challenges remain.This article reviews recent studies,analyzing AR’s technical features,marketing concepts,and action mechanisms from a consumer perspective.By refining existing frameworks and introducing a new model based on situation awareness theory,the paper offers a deeper exploration of AR marketing.Finally,it proposes directions for future research in this emerging field.

关 键 词：Augmented reality Augmented reality marketing Situation awareness 

分 类 号：TG1[金属学及工艺—金属学]