طراحی مدل تصمیم‌گیری خریداران مبتنی بر فناوری واقعیت افزوده

EXTENDED ABSTRACT
 
Introduction: In offline shopping, the need for physical examination of products often results in an unpleasant experience for buyers due to the effort required. Research indicates that touching products can enhance perceived psychological ownership, while online customization can also increase this sense. Augmented reality (AR) is an effective tool for boosting value creation and customization, thus enhancing consumers' psychological ownership. With the rise of online shopping, consumers often research products on one platform but purchase on another. AR offers an optimal solution by enriching the perceptual and interactive experiences of buyers, acting as a powerful tool for marketing and direct sales. It integrates virtual elements with the real world, enhancing customer access to product information and improving the overall shopping experience. The research aims to gather expert insights on AR through interviews, document analysis, and video reviews to inform strategic decision-making on AR development and implementation. It then explores the effects of AR features on the customer experience throughout the five stages of the buyer decision-making process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase experience. The study identifies factors enhancing customer experience at each stage, revealing unique opportunities for AR application. Despite existing studies, no comprehensive framework has yet unified these insights. The central research question is: How does augmented reality enhance the features and components of the buyer decision-making process?
Methodology: Given the subjective nature of the research problem and its reliance on lived experiences, the researcher adopted a constructivist/interpretivist paradigm as the philosophical foundation for examining the issue. Aligning with the shared conventions among scholars within this paradigm an inductive qualitative reasoning approach was selected for the study. Ethical considerations were observed throughout all methodological procedures, and the chosen strategy was thematic analysis. This involved qualitative content analysis of data gathered through various tools, such as semi-structured in-depth interviews and document analysis, with the aim of summarizing information through a systematic coding process. For analyzing the interviews, the thematic analysis approach was employed. Thematic analysis is a flexible and relatively quick method for identifying and interpreting patterns within the data. This approach effectively organizes the collected data into valuable detailed insights. In this study, the six-phase inductive thematic analysis approach of Clarke and Braun was utilized. In this study, semi-structured audio interviews were conducted. Following a literature review on augmented reality technology and marketing—which included reputable scientific articles from the PRISMA checklist and relevant books on buyer decision-making—the research questions were formulated. These questions underwent several rounds of review and discussion with marketing experts and augmented reality specialists to reach their final form. Augmented reality experts were asked to provide examples from the field to explain various dimensions and characteristics of buyer decision-making.
Results and Discussion: This study delineates the decision-making model of buyers based on augmented reality (AR) technology, comprising 113 base codes and 8 sub-themes, organized into three main themes: pre-purchase experience, purchase within augmented reality, and post-purchase experience. The findings reveal that interactive user experiences and dynamic movements engender semi-conscious perceptions, holographic processing, intelligent selection, and an interactive shopping experience. This interactive shopping experience is increasingly recognized as an innovative model in product and service design, facilitating enhanced customer engagement and enabling multidimensional and immersive experiences. Ultimately, it cultivates a positive and captivating post-purchase experience by providing interactive support and fostering an enjoyable shopping journey for customers. Interactive support encompasses proactive and interactive methods employed in after-sales services or customer support.
Conclusion: The findings of this study underscore the significant value that augmented reality (AR) technology can bring to customers. This includes enhancing the overall shopping experience, offering comprehensive product information, tailoring the customer experience to individual preferences, and fostering a deeper connection with the brand. Branding with augmented reality technology encompasses a range of activities and strategies aimed at leveraging this technology to fortify and elevate the brand while enhancing the customer experience. These strategies encompass the creation of unique and personalized experiences, innovative advertising approaches, promoting customer engagement, and delivering compelling content. By adopting these methods, brands can engage with customers in innovative and immersive ways, fostering inclusivity and enriching experiences that foster heightened communication, loyalty, and positive interactions with customers. Ultimately, this contributes to the establishment of a robust and influential brand presence in the digital realm.