Investigating the impact of augmented reality on consumer behavior through the mediation of attractiveness of online

Yazdani, HamidReza; Sharafi, Vahid; Mohammadi, Fatemeh; Feiz, Mohammad Rasoul

doi:10.22034/cbsj.2024.63525

Investigating the impact of augmented reality on consumer behavior through the mediation of attractiveness of online

Document Type : Original Article

Authors

¹ Assistant Professor, Faculty of Management and Accounting, College of Farabi, University of Tehran Tehran, Iran

² Assistant Professor, Business Department, Hazrat-e Ma&rsquo;soumeh University (HMU), Qom, Iran

³ PhD, Faculty of Economics and Management, University of Qom, Qom, Iran.

⁴ Department of Business Administration, Farabi School, University of Tehran, Tehran, Iran

10.22034/cbsj.2024.63525

Abstract

Today, the use of new technologies such as augmented reality technology is increasingly used in the field of marketing and management. And it is expected that in the not too distant future, the use of this technology in online and virtual stores will be developed at a high speed in order to help customers. Surveys show that little research has been done regarding the impact of augmented reality on consumer behavior. Therefore, the purpose of this research is to investigate the impact of augmented reality technology on consumer behavior through the investigation of the mediating variable of store attractiveness. The research method is a descriptive method and the statistical population of the research includes customers of online clothing and jewelry stores. The research method is a descriptive method and the statistical population of the research includes customers of online clothing and jewelry stores. The data was collected using a questionnaire made by the researcher from 308 members of the statistical population. The analysis method in this research is the structural equation method and the data was analyzed using Lisrel and SPSS software. Data analysis showed that augmented reality has a positive and significant effect on consumer behavior. In addition, the positive and significant impact of augmented reality on the attractiveness of stores and the positive and significant impact of the attractiveness of stores on consumer behavior were confirmed.

Keywords