مطالعه ترکیبی تأثیر فناوری واقعیت افزوده بر ارزش برند و هوشمندی در تصمیم گیری در صنایع خرده فروشی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
پژوهش حاضر تأثیر واقعیت افزوده را بر ارزش برند و تصمیم گیری هوشمند مشتریان با رویکردی ترکیبی بررسی کرده است. در بخش کیفی تحقیق، داده ها ازطریق مصاحبه های نیمه ساختاریافته با ۱۳ نفر گردآوری شده و با استفاده از روش تحلیل مضمون تجزیه وتحلیل شده اند. در این مرحله، سه مقوله اصلی شامل عوامل روان شناختی، فناورانه و بازاریابی شناسایی شد. تجربه های تعاملی پیش از خرید، اعتماد و ارتباطات احساسی در گروه عوامل روان شناختی، شبیه سازی واقع گرایانه و پاسخ گویی فناوری در گروه عوامل فناورانه و شخصی سازی، کاهش ریسک و تسهیل فرایند خرید در بُعد بازاریابی به عنوان عوامل کلیدی مؤثر بر ارزش برند و تصمیم گیری هوشمند شناخته شدند. در بخش کمّی، بر پایه مفاهیم استخراج شده، پرسش نامه ای طراحی و بین ۳۶۱ دانشجوی آشنا با فناوری واقعیت افزوده توزیع شد. نتایج حاصل از مدل سازی معادلات ساختاری نشان داد که عوامل روان شناختی، فناورانه و بازاریابی تأثیر مثبت و معناداری بر تصمیم گیری آگاهانه مشتریان و تقویت حمایت از برند دارند. همچنین ارزیابی مدل اندازه گیری و مدل ساختاری، تأییدکننده نقش مؤثر واقعیت افزوده در ارتقای متغیرهای پژوهش بود. براساس یافته ها به مدیران برندها توصیه می شود تا از فناوری واقعیت افزوده برای ارتقای تجربه تعاملی مشتری، تقویت اعتماد و پیوند عاطفی و افزایش ارزش ذهنی برند بهره بگیرند. ارائه اطلاعات شفاف و فرصت های آزمایش مجازی می تواند فرایند تصمیم گیری مشتریان را تسهیل کند و موجب افزایش وفاداری شود. همچنین تحلیل رفتار مصرف کننده در بستر واقعیت افزوده باید به عنوان بخشی از سیاست گذاری دیجیتال برندها در نظر گرفته شود.A Mixed-Methods Study on the Impact of Augmented Reality (AR) on Brand Equity and Smart Decision-Making in Retail Industries
This research investigated the impact of Augmented Reality (AR) on brand equity and informed decision-making among consumers using a mixed-methods approach. In the qualitative phase, data were gathered through semi-structured interviews with 13 participants and thematic analysis was employed to interpret the findings. In the quantitative phase, a questionnaire based on the qualitative results was distributed to 384 university students familiar with AR technology. The qualitative findings identified 3 primary categories: psychological, technological, and marketing factors. Psychological factors included interactive pre-purchase experiences, trust, and emotional connections. Technological factors involved realistic product simulations and integration of advanced technologies. Marketing factors emphasized simplifying the purchasing process, personalizing customer experiences, and mitigating purchase risks. In the quantitative phase, Structural Equation Modeling (SEM) was utilized to assess the impact of the mentioned factors on brand equity and informed decision-making. The results indicated that psychological, technological, and marketing elements associated with AR significantly enhanced informed decision-making and customer support for brands. Evaluations of both measurement and structural models confirmed the substantial influence of AR on the research variables. The findings suggested that brand managers had to leverage AR to enrich customer experiences, foster stronger emotional connections, and enhance brand equity. Providing interactive experiences and transparent information could streamline customer decision-making and increase loyalty. Additionally, investing in AR technologies and analyzing interaction data had to be integral to the digital strategies of brands. Introduction The rise of immersive digital technologies has reshaped consumer engagement, transforming how brands connect with users. Among these innovations, Augmented Reality (AR) stands out as a crucial tool that overlays virtual elements onto real-world environments, offering consumers richer and more interactive experiences. This dual-layer engagement allows brands to connect with consumers on emotional, cognitive, and functional levels. With projected market growth exceeding $90 billion by 2029, AR has proven particularly effective in sectors, such as fashion and cosmetics, where sensory interaction is vital. While previous studies have examined the role of AR in marketing, limited research has focused on its integrative function in shaping brand value and facilitating informed decision-making. Additionally, there is a lack of understanding regarding AR reception in culturally nuanced markets like the Middle East, where digital literacy and user expectations differ significantly. This study aimed to fill these gaps by presenting a comprehensive conceptual framework that combined the psychological, technological, and marketing dimensions of AR. By integrating consumer psychology and branding strategies with immersive technology, the research sought to uncover how AR could significantly influence brand perception and enhance informed customer decision-making. The findings were anticipated to provide managers and digital marketers with practical strategies for implementing AR in experience-driven environments. Research Background AR integrates virtual content into real-world environments, fundamentally transforming how consumers experience and evaluate products. By providing multisensory engagement through visual simulations, personalization, and real-time interactions, AR can enhance brand value and mitigate the perceived risks associated with online purchasing. Research indicates that AR positively impacts brand image, consumer trust, and purchase intent by enriching both functional and hedonic values. However, most previous studies have examined these dimensions in isolation, neglecting the synergistic interaction between psychological responses—such as trust and emotional connection—technological usability—like responsiveness and realism—and marketing strategies, including personalization and digital storytelling. Consumer decision-making influenced by cultural context, social norms, and individual traits benefits from the ability of AR to facilitate product understanding and reduce ambiguity. Despite its transformative potential, the long-term psychological effects and cross-industry applications of AR remain underexplored, especially in emerging economies. Additionally, while AR fosters immersive and emotionally engaging experiences, an over-reliance on its technological appeal may lead to diminished interpersonal interactions and increased dependence on mediated environments. This study introduced new constructs—such as "cognitive guidance AR", "smart decision-making ecosystem", and "synergistic AR experience"—to address these gaps and provide a multidimensional perspective. These contributions aimed to enhance our understanding of the holistic impact of AR on brand value creation and decision quality. Materials & Methods This study employed a mixed-methods design to thoroughly analyze how AR influenced brand value and informed customer decision-making. In the qualitative phase, semi-structured interviews were conducted with 13 experts in AR, digital commerce, and Artificial Intelligence (AI). Thematic analysis facilitated by Atlas.ti software identified 3 core themes: psychological, technological, and marketing factors that shaped AR effects. This phase ensured construct validity by integrating diverse perspectives. For the quantitative phase, a questionnaire was crafted based on the thematic findings and distributed to 361 university students familiar with AR. Data analysis was performed using Structural Equation Modeling (SEM) with SmartPLS 3.0. Reliability and validity were established through Cronbach’s alpha (>0.7) and Average Variance Extracted (AVE>0.5). Path analysis was utilized to assess the impact of the three AR dimensions on brand value and decision-making. Additionally, model fit indicators, such as SRMR and R² values, were examined to validate the model structure. This dual-phase approach facilitated a comprehensive understanding by merging rich qualitative insights with empirical validation. It enabled researchers to explore complex interrelations and develop a robust conceptual model, addressing gaps in the existing AR literature and providing actionable strategies for digital branding. Research Findings The qualitative findings revealed that psychological factors (trust, emotional connection, perceived control), technological features (realistic simulation, interactive interfaces), and marketing strategies (customization, gamification, risk reduction) significantly shaped AR impact on brand value and decision-making. In the quantitative phase, SEM confirmed strong positive effects: psychological factors influenced decision-making (β=0.262, p<0.000) and brand value (β=0.347, p<0.000); technological factors affected decision-making (β=0.245, p<0.000) and brand value (β=0.118, p=0.049); marketing factors showed significant effects on both decision-making (β=0.310, p<0.000) and brand value (β=0.269, p<0.000). Interestingly, the direct impact of brand value on smart decision-making was not statistically significant (β=0.040, p=0.455), suggesting a potential mediating effect or cultural variance in value perception. Model fit was acceptable (SRMR=0.076) and R² values demonstrated strong explanatory power (R²=0.574 for decision-making, R²=0.442 for brand value). These results underscored the role of AR as both a cognitive guide and emotional anchor in enhancing purchase decisions. Additionally, cultural sensitivity emerged as a significant moderator, with localized content and visual identity enhancing user engagement. The findings highlighted the importance of context-aware AR strategies to maximize impact in culturally diverse markets. Discussion of Results & Conclusion This study highlighted the transformative role of Augmented Reality (AR) in shaping brand value and enabling smarter customer decisions. By integrating psychological, technological, and marketing factors, AR created emotionally resonant and cognitively enriching user experiences. It enhanced pre-purchase confidence, fostered brand trust, and facilitated personalized consumer journeys. Although brand value alone did not directly influence decision-making, the interplay of AR core dimensions proved crucial in guiding consumer choices. Managers were encouraged to adopt user-centric AR strategies that emphasized personalization, transparency, and emotional storytelling. Future applications should focus on investments in culturally adaptive AR designs and AI-powered recommendations. The mixed-methods approach of the study enhanced its theoretical and practical contributions by providing validated models and introducing new constructs, such as “cognitive guidance AR” and “synergistic AR experience”. However, limitations included a geographically narrow sample and a restricted cross-industry scope. Future research should investigate the long-term impact of AR on consumer loyalty across diverse cultural contexts and its integration with other emerging technologies. Overall, AR is not just a digital enhancement; it is a strategic asset for creating memorable, meaningful, and intelligent interactions between brands and consumers.
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