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Wine Live Label: A Consumer-Oriented Augmented Reality Design for Wine Labeling

Authors:
Georgios Lappas
Alexandros Kleftodimos
Michalis Vrigkas
Amalia Triantafillidou

Keywords: Augmented Reality; Wine labels; Digital Marketing; Consumer experience

Abstract:
Augmented Reality (AR) technologies are emerging technologies that may develop new consumer-oriented devices and services to provide new types of economic activities and business models. In this work, AR technology is used in the marketing sector of the wine industry by creating innovative consumer-oriented experience with augmented “live” wine labels. Starting from the idea of creating an AR experience for wine products, an AR expert designs the AR experience, develops the AR application and the application is distributed to the users with the use of various platforms where the user can interact with the wine label on a whole new level by creating new digital products of wine “live” labels. The purpose of the present study is to examine the impact of AR smartphone applications embedded in wine labels on consumers’ experience and their subsequent perceptions and intentions A consumer-oriented approach is used to evaluate the wine-label AR mobile application by examining its impact on consumer experience dimensions, satisfaction, and re-usage intentions towards the application, as well as attitude and purchase intentions towards the wine product. Results found the increase of respondents’ satisfaction with the application and in turn help them form positive attitudes and purchase intentions for the wine. This indicates that AR technologies may provide new business models in the marketing sector of food and beverages to enhance user experience, develop positive attitude of costumers to the products and increase purchase intentions towards the products.

Pages: 56 to 58

Copyright: Copyright (c) IARIA, 2023

Publication date: April 24, 2023

Published in: conference

ISSN: 2308-3956

ISBN: 978-1-68558-077-3

Location: Venice, Italy

Dates: from April 24, 2023 to April 28, 2023