نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 دانشجوی دکتری ،گروه مدیریت ، واحد تهران غرب،دانشگاه ازاد اسلامی ، تهران ، ایران
2 استاد ،گروه مدیریت بازرگانی و IT، دانشگاه پیام نور، تهران، ایران
3 استادیار، گروه حسابداری، دانشگاه پیام نور، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
The aim of this study is to examine the effect of augmented reality features on customer behavior, considering the mediating role of customer interaction. In terms of purpose, this research is applied, and in terms of the data collection method, it is a descriptive–survey study. The statistical population of this study includes all online customers of Panberes Company in Tehran with an unlimited population size. According to the Krejcie and Morgan table, the sample size for an unlimited population was determined to be 384 respondents, who were selected through simple random sampling. The main instrument for data collection was a questionnaire. In the data analysis stage, descriptive and inferential statistics were used to test the hypotheses, and the analyses were conducted using SmartPLS 3 and SPSS 26 software. The findings of the study showed that augmented reality features can influence customer behavior, and this effect is strengthened through increased customer interaction. In other words, the higher the quality and effectiveness of augmented reality features, the greater the level of customer interaction, which consequently leads to more positive behavioral responses toward the product or service. Finally, the results emphasize that the use of augmented reality can serve as an effective tool for attracting, engaging, and guiding customer behavior, and the purposeful use of this technology can improve customer experience and strengthen desirable behavioral outcomes.
کلیدواژهها English
