Date of Award

Spring 2014

Degree Type


Degree Name

Master of Science (MS)


Computer and Information Technology

First Advisor

Mihaela Vorvoreanu

Committee Member 1

Patrick E. Connolly

Committee Member 2

ZhenYu Qian


Facing huge profits brought by applying augmented reality (AR) to advertising on mobile devices, this study investigated the user experience from four dimensions as emotional, instrumental, motivational and social experience when using AR as an advertising tool. It aims to help designers understand that how the user experience emerges during the use of AR advertising tool. In addition, providing some design suggestions to AR designer. Eighteen participants were recruited and the data were collected through observation and interviews. According to the results, users evaluated their emotional experience higher than the other three dimensions. The AR's value in building brand awareness was more effective than persuading users to buy a product. Social functions were advised by users but should be more diverse than just share function. Participants hoped to see how creatively and widely AR can be used in future. Results also indicated that novice and experienced AR users evaluate this AR advertising tool differently, which could be a future direction for this research. Finally, suggestions are provided to AR developers on three categories: contents and interface, interaction and functionality.