论增强现实广告技术的创新扩散

Research on Innovation Diffusion of Augmented Reality Advertising Technology

增强现实广告技术是一种将虚拟广告信息叠加到真实情境从而实现更高营销价值和更真实用户体验的新型广告技术。本文通过调查发现，在互动传播技术条件下，受众日益主动，创新扩散已不再按罗杰斯提出的S模型进行，提出创新扩散的波浪模型；并从创新特征、创新扩散过程和创新采纳者转化三个方面，剖析增强现实广告技术不能广泛应用的阻碍因素，并提出相应对策。

Augmented reality advertising technology is a new technology which superposes virtual advertising information on real situation in order to achieve higher marketing value and a more real user experience. The survey shows, in the condition of interactive communication technology, the audiences are increasingly active, and the diffusion of innovations is no longer consistent with the S model set by Rogers. Accordingly, this paper proposes a wave model of the diffusion of innovations. This paper, from the aspects of innovation characteristics, process of the diffusion of innovations and innovation adopters, analyses the barriers that impede the extensive use of augmented reality advertising technology and presents some relevant countermeasures.