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Agriculture
Volume 13
Issue 2
10.3390/agriculture13020335
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Article

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

by
Chao Gu
1,
Tingting Huang
2,
Wei Wei
3,
Chun Yang
4,
Jiangjie Chen
4,
Wei Miao
3,
Shuyuan Lin
5,
Hanchu Sun
6 and
Jie Sun
7,*
1
Department of Culture and Arts Management, Honam University, Gwangju 62399, Republic of Korea
2
School of Art and Design, Minnan Science and Technology University, Quanzhou 362300, China
3
School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China
4
School of Design, Jiangnan University, Wuxi 214122, China
5
Department of Media Design, Tatung University, Taipei 104, Taiwan
6
The Faculty of Industrial Design Engineering, Delft University of Technology, 2628 CE Delft, The Netherlands
7
College of Arts and Design, Zhejiang A&F University, Hangzhou 311300, China
*
Author to whom correspondence should be addressed.
Agriculture 2023, 13(2), 335; https://doi.org/10.3390/agriculture13020335
Submission received: 10 January 2023 / Revised: 24 January 2023 / Accepted: 25 January 2023 / Published: 30 January 2023
(This article belongs to the Special Issue Sustainable Agri-Food System: Marketing, Economics and Policies)
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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 augmented reality; takeaway food; user evaluation; technology incentive model; marketing

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MDPI and ACS Style

Gu, C.; Huang, T.; Wei, W.; Yang, C.; Chen, J.; Miao, W.; Lin, S.; Sun, H.; Sun, J. The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations. Agriculture 2023, 13, 335. https://doi.org/10.3390/agriculture13020335

AMA Style

Gu C, Huang T, Wei W, Yang C, Chen J, Miao W, Lin S, Sun H, Sun J. The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations. Agriculture. 2023; 13(2):335. https://doi.org/10.3390/agriculture13020335

Chicago/Turabian Style

Gu, Chao, Tingting Huang, Wei Wei, Chun Yang, Jiangjie Chen, Wei Miao, Shuyuan Lin, Hanchu Sun, and Jie Sun. 2023. "The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations" Agriculture 13, no. 2: 335. https://doi.org/10.3390/agriculture13020335

APA Style

Gu, C., Huang, T., Wei, W., Yang, C., Chen, J., Miao, W., Lin, S., Sun, H., & Sun, J. (2023). The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations. Agriculture, 13(2), 335. https://doi.org/10.3390/agriculture13020335

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