مدیریت استراتژیک هوشمند

مدیریت استراتژیک هوشمند

مدل رفتار مصرف کننده با تکیه بر واقعیت افزوده

نوع مقاله : مقاله پژوهشی

نویسندگان
محمد محمودی میمند 1
زینب طرفه 2
یزدان شیر محمدی 3
سید محمود حسینی امیری 4
1 استاد گروه مدیریت بازرگانی و IT، دانشگاه پیام نور، تهران، ایران
2 دانشجوی دکترای مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران
3 دانشیار گروه مدیریت بازرگانی و IT ، دانشگاه پیام نور، تهران، ایران
4 استادیار گروه مدیریت بازرگانی و IT ، دانشگاه پیام نور، تهران، ایران
10.87453/bumara.2025.372311.4851
چکیده
هدف: فناوری واقعیت افزوده (Augmented Reality یا AR) با ادغام محیط‌های واقعی و مجازی، تجربه‌ای تعاملی و چندحسی ارائه می‌دهد که فرآیند تصمیم‌گیری را تسهیل کرده و ارتباط عاطفی بین مصرف‌کنندگان و برندها را تقویت می‌کند. با این حال، نبود چارچوب‌های جامع برای تبیین رفتار مصرف‌کننده در پاسخ به AR در این صنعت، شکاف پژوهشی قابل‌توجهی ایجاد کرده است. این پژوهش با هدف توسعه مدل نظری رفتار مصرف‌کننده مبتنی بر AR در صنعت لوازم آرایشی و بهداشتی تهران، به بررسی این شکاف پرداخت.

روش: این پژوهش از نوع کاربردی است و با رویکرد کیفی طراحی شده است تا مدل مفهومی کاربرد واقعیت افزوده (AR) در صنعت لوازم آرایشی و بهداشتی را توسعه دهد. نمونه کیفی شامل 21 نفر از کارشناسان بازاریابی و مدیران ارشد شرکت‌های فعال در این بخش است که با روش نمونه‌گیری هدفمند انتخاب شده اند. داده‌ها با استفاده از مصاحبه‌های نیمه‌ساختاریافته و بدون ساختار جمع‌آوری شده است. در این پژوهش ابتدا از تحلیل مضمون و تکنیک دلفی برای شناسایی متغیرهای اصلی استفاده شد. سپس با بهره‌گیری از روش گرندد تئوری، مدلی شامل متغیرهای علی، مقوله محوری، استراتژی‌ها، شرایط زمینه‌ای، عوامل مداخله‌گر، و پیامدها تدوین شد.

یافته‌ها: یافته‌ها نشان می‌دهد که شرایط علی مؤثر بر پذیرش شامل عوامل مزایا (ارزش کاربردی، ارزش لذت‌بخش، و تجربه چندحسی)، عوامل فنی (تعاملی بودن، نوآوری، و حضور مجازی)، عوامل اطلاعاتی (سهولت استفاده، مفید بودن اطلاعات، و راحتی تصمیم‌گیری)، و عوامل خصیصه‌ای (کیفیت عملکردی، کیفیت زیبایی‌شناختی، و کیفیت لذت‌بخش) است. استراتژی‌های کلیدی شامل الهام‌بخشی، حس حضور، نزدیکی فیزیکی ادراک‌شده، جذابیت بصری، تعامل عاطفی، و تصویرسازی ذهنی شناسایی شدند. شرایط مداخله‌گر شامل نگرانی‌های حریم خصوصی و اضطراب فناوری، و شرایط زمینه‌ای شامل آشنایی با فناوری و پذیرش اجتماعی بود.

نتیجه‌گیری: براساس یافته های حاصل از این پژوهش، ادغام AR در فرایند بازاریابی، از طریق محتوای بصری، احساسات مثبت ایجاد کرده و وفاداری مشتریان را تقویت می‌کند. همچنین با افزایش تعامل، ارائه اطلاعات دقیق‌تر، و ایجاد تجربه‌های چندحسی، مشارکت مشتریان در فرآیند خرید را بهبود می‌بخشد
کلیدواژه‌ها
رفتار مصرف‌کننده
واقعیت افزوده
الهام‌بخشی
تصویرسازی ذهنی
ایجاد احساس حضور

موضوعات

عنوان مقاله English

Consumer behavior model based on augmented reality

نویسندگان English

Mohammad Mahmoudi Meymand 1
Zeynab Torfeh 2
Yazdan Shirmohammadi 3
Seyed Mahmoud Hoseini Amiri 4
1 Professor of Department of Business Administration & IT, Payame Noor University, Tehran, Iran
2 PhD student in Business Administration , Payame Noor University, Tehran, Iran
3 Associated professor of Department of Business Administration & IT, Payame Noor University, Tehran, Iran
4 Assistant professor of Department of Business Administration & IT, Payame Noor University, Tehran, Iran
چکیده English

Objective: Augmented Reality (AR) technology, by integrating real and virtual environments, provides an interactive and multisensory experience that facilitates the decision-making process and strengthens the emotional connection between consumers and brands. However, the lack of comprehensive frameworks to explain consumer behavior in response to AR in this industry has created a significant research gap. This study aimed to explore this gap by developing a theoretical model of AR-based consumer behavior in the Tehran cosmetics industry.

Method: This is an applied study designed with a qualitative approach to develop a conceptual model of the application of augmented reality (AR) in the cosmetics industry. The qualitative sample consisted of 21 marketing experts and senior managers of companies active in this sector, who were selected using purposive sampling. Data were collected using semi-structured and unstructured interviews. In this study, thematic analysis and the Delphi technique were first used to identify the main variables. Then, using the grounded theory method, a model was developed including causal variables, focal category, strategies, contextual conditions, intervening factors, and outcomes.

Findings: The findings indicate that the causal conditions affecting acceptance include benefit factors (utility value, hedonic value, and multisensory experience), technical factors (interactivity, innovation, and virtual presence), information factors (ease of use, usefulness of information, and ease of decision-making), and attribute factors (functional quality, aesthetic quality, and hedonic quality). Key strategies were identified including inspiration, sense of presence, perceived physical proximity, visual appeal, emotional engagement, and mental imagery. Intervening conditions included privacy concerns and technology anxiety, and contextual conditions included technology familiarity and social acceptance.

Conclusion: Based on the findings of this study, integrating AR into the marketing process, through visual content, creates positive emotions and strengthens customer loyalty. It also improves customer engagement in the purchasing process by increasing interaction, providing more accurate information, and creating multi-sensory experiences.

کلیدواژه‌ها English

Consumer behavior
augmented reality
inspiration
mental imagery
creating a sense of presence
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