The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations

Chao Gu, Tingting Huang, Wei Wei, Chun Yang, Jiangjie Chen, Wei Miao, Shuyuan Lin, Hanchu Sun and Jie Sun ()
Additional contact information
Chao Gu: Department of Culture and Arts Management, Honam University, Gwangju 62399, Republic of Korea
Tingting Huang: School of Art and Design, Minnan Science and Technology University, Quanzhou 362300, China
Wei Wei: School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China
Chun Yang: School of Design, Jiangnan University, Wuxi 214122, China
Jiangjie Chen: School of Design, Jiangnan University, Wuxi 214122, China
Wei Miao: School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China
Shuyuan Lin: Department of Media Design, Tatung University, Taipei 104, Taiwan
Hanchu Sun: The Faculty of Industrial Design Engineering, Delft University of Technology, 2628 CE Delft, The Netherlands
Jie Sun: College of Arts and Design, Zhejiang A&F University, Hangzhou 311300, China

Agriculture, 2023, vol. 13, issue 2, 1-35

Abstract: This paper examines the use of augmented reality technology in the design of packaging for takeaway food to assist in marketing. The research is divided into three studies for progressive investigation and analysis. Study 1 collected 375,859 negative evaluations of food delivery from the Internet and explored the main reasons that may have impacted the user’s evaluation by Latent Dirichlet Allocation topic modeling. Study 2 evaluated the effectiveness of augmented reality packaging by surveying 165 subjects and comparing it with traditional packaging. We conducted a survey of 1603 subjects in Study 3 and used the technology incentive model (TIM) to analyze how augmented reality technology positively impacts food delivery marketing. It has been established that packaging will influence the negative perception of consumers about buying and eating takeout food. Specifically, augmented reality technology can improve negative evaluations by providing a more conducive user experience than traditional packaging. According to our findings, augmented reality technology has improved the consumers’ perception of interaction, perceived vividness, and novelty experience, and achieved the aim of promoting takeaway food retail by improving negative evaluations posted by users.

Keywords: augmented reality; takeaway food; user evaluation; technology incentive model; marketing (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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