تأثیر فناوری واقعیت افزوده بر واکنش‌های شناختی، عاطفی و رفتاری مصرف‌کنندگان در پلتفرم‌های تجارت الکترونیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت، دانشکدۀ اقتصاد و مدیریت، دانشگاه قم، قم، ایران.

2 کارشناسی ارشد، گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه قم، قم، ایران.

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه سمنان، سمنان، ایران.

10.22059/mmr.2025.381522.1106

چکیده

هدف: امروزه گسترش فناوری‌ها شرایط مناسبی را برای خرده‌فروشان جهت کسب مزیت رقابتی فراهم کرده است. از این رو مطالعه تأثیر به‌کارگیری فناوری واقعیت افزوده بر رفتار مصرف‌کننده بسیار مهم است. در این تحقیق پاسخ‌های شناختی، عاطفی و رفتاری مصرف‌کنندگان به این فناوری بررسی شده است.
روش: پژوهش از نوع کمّی و به روش توصیفی ـ علی انجام شده است. جامعۀ آماری افرادی بوده‌اند که از فروشگاه‌های مجهز به فناوری واقعیت افزوده خرید کرده‌اند. پاسخ‌گویان با استفاده از روش نمونه‌گیری تصادفی ساده در دسترس انتخاب شدند. برای تحلیل داده‌های جمع‌آوری شده، از روش مدل‌سازی معادلات ساختاری و نرم‌افزار اسمارت پی‌ال‌اس استفاده شد.
یافته‌ها: تعامل و کیفیت سیستم، بر غوطه‌وری؛ لذت و سودمندی رسانه، بر قصد استفادۀ مجدد و همچنین تعامل، بر علاقه به محصول اثر مثبت دارند. تأثیر کیفیت سیستم بر سودمندی رسانه تأیید نشد؛ اما تأثیر آگاهی از ویژگی‌های محصول و هم‌بستگی واقعیت افزوده بر سودمندی رسانه به تأیید رسید. همچنین، تأثیر سودمندی رسانه بر اعتمادبه‌نفس مصرف‌کنندگان در انتخاب محصول و قصد خرید تأیید شد.
نتیجه‌گیری: می‌توان گفت واقعیت افزوده، بر واکنش‌های مشتری در تجارت الکترونیک اثرگذار است. برنامه‌های واقعیت افزوده به‌صورت مستقیم و غیرمستقیم تأثیرهای کمابیش خوبی بر پاسخ‌های مصرف‌کنندگان دارد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Consumers' Cognitive, Emotional, and Behavioral Responses to Augmented Reality Technology in E-Commerce Platforms

نویسندگان [English]

  • Fatemeh Mohammadi 1
  • Parisa Yazdani 2
  • Mohammad Rasool Feiz 3
1 Assistant Prof., Department of Management, Faculty of Economics and Management University of Qom, Qom, Iran.
2 MSc, Department of Management, Faculty of Management and Economics, Qom University, Qom, Iran.
3 Ph.D. Candidate, Department of Business Management, Faculty of Economics and Management, Semnan University, Semnan, Iran.
چکیده [English]

Objective
In today’s rapidly evolving digital landscape, the integration of emerging technologies such as Augmented Reality (AR) has become a strategic imperative for businesses seeking to enhance customer experience and gain a competitive edge in e-commerce. By overlaying digital content onto the physical environment, AR creates immersive and interactive experiences that significantly transform how consumers perceive, interact with, and evaluate products online. As e-commerce platforms strive to bridge the gap between virtual and physical shopping, understanding consumer responses to AR has gained notable academic and practical relevance. This study examines the cognitive, emotional, and behavioral responses of consumers to AR applications in online retail environments.
Research Methodology
This research is applied in nature and follows a quantitative, descriptive-causal approach. The target population consists of individuals who have previously purchased from online stores incorporating AR technology. Using a simple random sampling method, a total of 200 valid responses were collected. Data was gathered through a structured questionnaire featuring validated scales. Reliability and validity were verified using Cronbach’s alpha, composite reliability (CR), and average variance extracted (AVE). The data analysis was conducted through Structural Equation Modeling (SEM) using Smart PLS software.
Findings
The proposed conceptual model suggests that four key AR features—interactivity, system quality, product informativeness, and AR realism—serve as independent variables influencing consumer outcomes. These variables affect consumer decision-making through cognitive mediators (media usefulness and choice confidence) and affective mediators (immersion, enjoyment, and product interest). The final outcome variables include behavioral responses such as reuse intention and purchase intention.
Findings indicate that interactivity significantly influences immersion (β = 0.173) and enjoyment (β = 0.579), enhancing users’ emotional involvement and hedonic response. However, its impact on product interest was statistically insignificant, suggesting that while AR interactivity improves the shopping experience, it may not necessarily foster emotional attachment to the product itself. System quality exhibited a strong positive impact on immersion (β = 0.500) but failed to significantly influence media usefulness, possibly due to consumers prioritizing clarity and realism over system performance. Conversely, product informativeness had the highest influence on media usefulness (β = 0.783), followed by AR realism (β = 0.193), underscoring the importance of providing detailed and visually enhanced product information via AR interfaces. Media usefulness significantly influenced both choice confidence (β = 0.602) and reuse intention (β = 0.303), validating its role as a core cognitive mechanism in consumer decision-making. Despite its visual appeal, AR realism did not significantly affect choice confidence, indicating that realism alone may be insufficient without contextual and informational depth.
On the emotional front, immersion positively influenced enjoyment (β = 0.251), and enjoyment significantly predicted reuse intention (β = 0.619), confirming the mediating role of affective responses in reinforcing behavioral intentions. Interestingly, product interest did not significantly affect choice confidence, implying that initial emotional attraction does not always translate into confident decision-making. Lastly, choice confidence emerged as a strong predictor of purchase intention (β = 0.373), highlighting the importance of psychological assurance in facilitating conversion. The model demonstrated robust goodness-of-fit, with a GoF index of 0.53, indicating high explanatory power. Among the 14 proposed hypotheses, 10 were supported, and 4 were rejected. Collectively, these findings reinforce the critical role of cognitive and affective responses in mediating the relationship between AR features and consumer behavior. Specifically, media usefulness and enjoyment emerged as key mediators transforming technical attributes into favorable behavioral outcomes.
Discussion & Conclusion
From a theoretical perspective, this study contributes to the growing body of knowledge at the intersection of marketing, technology adoption, and consumer psychology. The integrated model extends existing frameworks by explicitly distinguishing between cognitive and affective processes and empirically testing their distinct mediating roles. It also addresses a gap in the literature by focusing on AR usage in e-commerce within a developing country context, where empirical evidence remains scarce. Practically, the findings provide actionable insights for e-commerce practitioners and technology developers. Businesses should prioritize interactivity and product informativeness when designing AR-enabled shopping experiences. Incorporating real-time customization options, high-fidelity graphics, and clear product information can enhance user engagement and perceived value. Furthermore, creating emotionally rewarding experiences—through features that generate immersion and enjoyment—can drive repeat usage and strengthen brand loyalty.
The study also emphasizes the limitations of relying solely on technical system features to influence cognitive evaluations. Without meaningful content and emotional resonance, system quality alone may not be sufficient to shape consumer perceptions. Thus, a balanced approach that integrates functionality with experiential and informational richness is essential for maximizing the impact of AR in online retail. Future research should explore the moderating effects of demographic variables such as age, gender, digital literacy, and previous exposure to AR technologies. Longitudinal studies could provide insights into how consumer perceptions and behaviors evolve over time with repeated AR interactions. Additionally, qualitative research may uncover deeper psychological motivations and barriers underlying AR adoption. As the digital marketplace continues to evolve, AR stands out as a transformative technology capable of redefining online consumer experiences. By enabling users to visualize, interact with, and evaluate products in near-real environments, AR reduces uncertainty and enhances decision quality. Successful implementation of AR not only improves operational metrics such as conversion rates and return reduction but also fosters consumer empowerment, satisfaction, and loyalty. This study lays the groundwork for further nuanced explorations into how immersive technologies shape the future of digital commerce.
 

کلیدواژه‌ها [English]

  • Behavioral responses
  • Cognitive response
  • Emotional responses
  • E-commerce
  • Augmented reality

مراجع

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بررسی‌های مدیریت رسانه
دوره 4، شماره 2
1404
صفحه 327-353

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