本研究以科技接受模式（1989，Davis）為理論依據，討論大學生對於「擴增實境廣告」的接受度。根據科技接受模式，接受度的高低主要根據「外在變數」、「知覺」、「態度」與「行為意向」等變項做評估。經研究分析：大學生普遍對於「擴增實境」極富興趣，也認為自己或親友會受到「擴增實境」廣告吸引，甚至表示「擴增實境廣告」比傳統廣告手更為有趣實用。但，大學生對「擴增實境廣告」仍有疑慮，除對新媒體科技尚有不確定感，更對自己是否能輕易取得「擴增實境」技術應用的設備而感到疑慮。綜上所述，大學生消費者對於「擴增實境」在廣告上的應用，在少數前題之下，是具高接受度的。

This research cites Technology Acceptance Model（1989,Davis）as the theoretical basis and discuss the students acceptance to " Augmented Reality in Advertising ".According to the analysis: College Students are interested in "augmented reality”, and also believes that "Augmented Reality in Advertising" is more practical than the traditional advertising. However, there are still some concerns, such as the difficult to obtain the related applications.To sum up, under a few premise that college students acceptance of " Augmented Reality in Advertising " is really high.