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Enhancing Thai Community Product Marketing Through Augmented Reality: A Case Study in Chachoengsao
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Author(s): Prarichart Ruenphongphun (Rajabhat Rajanagarindra University, Thailand), Vichuda Junveroad (Rajabhat Rajanagarindra University, Thailand), Natha Sabaisook (Rajabhat Rajanagarindra University, Thailand)and Sansern Hunsaen (Rajabhat Rajanagarindra University, Thailand)
Copyright: 2025
Pages: 16
Source title:
Sustainable Futures With Life Cycle Assessment in Industry 5.0
Source Author(s)/Editor(s): Kittisak Wongmahesak (Universiti Sultan Zainal Abidin, Malaysia), Fazida Karim (University Sultan Zainal Abidin, Malaysia)and Nititorn Wongchestha (Chongqing Technology and Business University, China)
DOI: 10.4018/979-8-3693-9346-8.ch017
PurchaseView on the publisher's website for pricing and purchasing information.
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Abstract
Background and Aims: This research investigated how AR technology could enhance local product marketing and competitiveness in Khlong Khuean District, Thailand. Methodology: Using action research methodology with four stages (diagnosing, planning, action, and evaluation), the study collected data from 400 respondents aged 20-60 through validated questionnaires and analyzed results using t-test, ANOVA, and multiple regression analysis. Results: The findings revealed that all six AR features - product information, interactive experiences, brand storytelling, real-time information, product demonstrations, and promotions - influenced purchasing decisions (R² = 0.585). The "Khlong Khuean Local Market" app received high user satisfaction with a mean rating of 4.68. Conclusion: The implementation of AR technology effectively enhanced product marketing, improving visualization, engagement, and purchase decisions while maintaining cultural authenticity. This project serves as a model for communities seeking to implement digital marketing strategies.
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