Journal of New Approaches in Management and Marketing

Augmented Reality Features and Customer Behavior: The Role of Customer Engagement

Articles in Press

Document Type : Original Article (Quantified)

Authors

Saeed Arezoomand 1
Mohammad Mahmoudi Maymand 2
Hossein Tebyaniyan 3

1 PhD Student, Department of Management, Tehran West Branch, Islamic Azad University, Tehran, Iran.

2 Professor,Department of Business Management and IT, Payam Noor University, Tehran, Iran

3 Asistant professor, Accounting Department at payame Noor University of Tehran ,Iran

https://doi.org/10.22034/jnamm.2026.582165.1296
Abstract
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.

Keywords

Augmented Reality Features
Perceived Information
System Quality
Customer Behavior
Customer Interaction
Subjects
Journal of New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 21 September 2026

  • Receive Date 19 April 2026
  • Revise Date 15 May 2026
  • Accept Date 18 June 2026

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