With the advancement of technology in the present century and the increasing number of online stores, the question that occupies the minds of sellers and marketers is how in this competitive environment and what technology can be used to further influence consumers of g More
With the advancement of technology in the present century and the increasing number of online stores, the question that occupies the minds of sellers and marketers is how in this competitive environment and what technology can be used to further influence consumers of goods and products. One of these new technologies that has the potential to inspire customer behavior is augmented reality. Augmented reality covers and integrates virtual information into the user's perception of the real world. Given the growing prospects of augmented reality technology in the global arena, companies are increasingly interested in using augmented reality in their advertising. This research provides more knowledge about the latent potentials of augmented reality technology in marketing. In this context, our argument is that the use of augmented reality technology in online store applications can lead to psychological and behavioral inspiration for customers to buy products. The statistical population of this research is the users of Digikala online store in the municipal office of Chahar district of Karaj with a sample size of 176 people and was evaluated with a questionnaire whose validity and reliability were confirmed. In order to analyze demographic data and extract central indicators, descriptive statistics and SPSS 24 software were used, and for analysis and analysis of inferential statistics, structural equation model and PLS2 Smart software were used. Findings indicate a positive and significant effect of the role of this technology on psychological and behavioral inspiration of customers
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Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price More
Augmented reality is an emerging field in the tourism and hotel industry. Augmented reality can affect the satisfaction and behavior of tourists. The present study investigates the effect of using augmented reality in marketing on the tendency of tourists to pay a price premium through the experience of persuasion, immersion and participation of tourists. In this study, the researcher examines the effects of two augmented reality empowerment factors, namely the embedding of augmented reality environment and simulated physical control of augmented reality on the motivational experiences of online tourists in virtual tourism destinations and the direct effects of immersion and immersion experiences of online tourists on their real willingness to pay a price premium in the pre-purchase stage. Examining the level of tourism participation is considered as a control variable that may affect the immersion and the real willingness of online tourists to pay a price premium. This is an applied research in terms of objectives and in term of method is descriptive. The questionnaire was used to collect research data and its validity and reliability were confirmed. The statistical population includes European tourists in Shiraz. The sampling method was convenient non-randomly.
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