1. Value in The Use of Augmented
Reality in Print Communication
MIS 583 Group1
Xue Luan
Haoran Wang
John Wyatt
Han Yang
Pan Ye
Yang Xia

2. The Need
Print Media
– Limited by space
– A bit uninteresting
Print isn't
dead, it’s just
boring

3. The Need
Print Media
– Limited by space
– A bit uninteresting
Augmented
–Create interactive
content from the dull
Print is
Engaging

4. The Opportunity
Leverage Augmented Reality
to improve:
– Ability to convey message
– Retain user engagement
– Increase behavioral intention

5. What is Augmented Reality?
(AR)

6. Methodology
= 30 Participants
AR Enabled Poster
15 Participants
Traditional Poster
15 Participants
80% Chance of finding
significant difference
Unlimited Time
15 Question Survey
(Power: 80)

7. Our Study
Augmented
Reality
Engagement
- How long Users View the Poster / AR Content
Behavioral Intent
- NPS
- Intent to learn more / enroll
Comprehension
- Recall
- Recognition

8. Collecting Data

9. Results - Engagement
0
100
200
300
400
500
600
700
800
0 100 200 300 400 500 600
DURATIONOFDOINGSURVEY
DURATION OF READING POSTER
Duration of Engagement
AR NAR

10. Results – Behavioral Intent
0
1
2
3
4
5
6
I_Q_1 I_Q_2 I_Q_3 I_Q_4
Average Score on Behavioral Intention
Questions
AR NAR

11. Results - Comprehension
0
0.2
0.4
0.6
0.8
1
1.2
A_Q_1 A_Q_2 A_Q_3 A_Q_4 A_Q_5
Average Score on Acquisition Questions
AR NAR

12. Limitations
Participants
– Higher Number for a higher probability
of measure success (Power)
– Age / diversity
(students, employees, etc.)
Survey
– Some questions may be addressed in
different ways
– Not all answers filled by all participants
Other
– Availability/Awareness of poster/AR
(may assume user already has AR app
or would have to download)

13. Conclusion
• Engagement
Positive impact ✓
• Behavioral Intent
Positive impact ✓
• Comprehension
Needs more thorough future test 

14. Recommendations for Future Research
Run again
– Expand participants
– More generic poster content
– Expand question pool to ask same measure in several ways
– Measure intent to use AR
– Test in corporate environment
– Technology acceptance model (TAM) to asses willingness/intent
to use AR / download app

15. Thank You!
Come try out the demo and tell us what you think after class!