Nowadays, augmented reality has been used widely in presenting products. And one of these products is food, which restaurants use AR to present their food to customers. So, dose AR effect customers purchase intention compared to static food images? A study has been done by Hae-In Kong and Kwang-Hee Han at Yonsei University to answer this question.
The study shows the relationship between image presentation format and customers purchase intention using user engagement as mediate. According to Hae-In Kong and Kwang-Hee Han, participants were divided into two groups to test this study, presenting food by AR for one group and the other group saw static food images using Ipad. Then, questions have been asked to all groups about user engagement and purchase intention and as expected, participant who saw AR food images show higher user engagement and higher purchase intention compared with the other group.
Figure 1: According to Hae-In Kong and Kwang-Hee Han study, Participants who saw an AR food image showed higher user engagement(flow) than those who saw a static food image.
Figure 2: According to Hae-In Kong and Kwang-Hee Han study, Participants who saw an AR food image showed higher purchase intention than those who saw a static food image.
In conclusion, the study shows that the effect of user engagement is significant. Therefore, using Augmented Reality to present food in restaurants leads to higher user engagement and higher user engagement leads to higher purchase intention. So, we can conclude that by these results AR technology can be used effectively to present food.
Hae-In Kong, Kwang-Hee Han (n.d.). The influence of food image presentation using AR on purchase intention: focusing on the mediation effect of user engagement. Department of Psychology, Yonsei University.