Preprint Article Version 1 Preserved in Portico This version is not peer-reviewed

The Influence of Mixed Reality on Satisfaction and Brand Loyalty: A Brand Equity Perspective

Version 1 : Received: 30 January 2020 / Approved: 31 January 2020 / Online: 31 January 2020 (11:35:28 CET)

A peer-reviewed article of this Preprint also exists.

Bae, S.; Jung, T.H.; Moorhouse, N.; Suh, M.; Kwon, O. The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability 2020, 12, 2956. Bae, S.; Jung, T.H.; Moorhouse, N.; Suh, M.; Kwon, O. The Influence of Mixed Reality on Satisfaction and Brand Loyalty in Cultural Heritage Attractions: A Brand Equity Perspective. Sustainability 2020, 12, 2956.

Journal reference: Sustainability 2020, 12, 2956
DOI: 10.3390/su12072956

Abstract

Mixed reality technology is being increasingly used in cultural heritage attractions to enhance visitors’ experience. However, how the characteristics of mixed reality affect satisfaction and brand loyalty has not been explored in previous research. The purpose of this study is to identify factors affecting satisfaction with mixed reality experiences at cultural and artistic visitor attractions and their influence on brand loyalty, which is connected with management performance. We propose a theoretical model based on brand equity theory in the context of mixed reality experience. Survey data were gathered from 251 respondents visiting a cultural and artistic visitor attraction in Seoul, Korea using a stratified sampling method. PLS-SEM was employed for the data analysis. The results suggest that the characteristics of mixed reality (interactivity, vividness) not only influence the affective aspects (perceived immersion, perceived enjoyment) of visitors’ experience, but also positively affect brand awareness, brand association, and brand loyalty.

Subject Areas

Mixed reality; Interactivity; Vividness; Brand loyalty; Brand awareness; Brand association

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