Investigating the effect of augmented reality features on the formation of psychological inspiration

Abstract:

Objective:

Over the past years, augmented reality has attracted more attention from both managers and researchers. Going forward, we expect the augmented reality ecosystem to continue to develop rapidly, with players such as advertising agencies, software, developers, and ad networks playing their roles in the augmented reality value chain. Today, businesses are constantly looking for ways to change the way they operate. Augmented reality technology is changing the way people interact with the physical environment around them. Creating an immersive user experience opens up many opportunities for businesses regardless of industry. Augmented reality apps give people a lot of personalized features, which in turn convey a sense of inspiration and uniqueness. Augmented reality has the ability to materialize processes and activities that can bring enjoyable shopping experiences to consumers. In this regard, psychological inspiration has been used in the current research, which motivates us to go beyond our real and imaginary limitations. However, there is a limited understanding of how and why customer interactions with an augmented reality application can lead to positive perceptions of customer benefits and inspired behavioral outcomes. Therefore, the aim of the current research is to identify the effect of augmented reality features in the formation of psychological inspiration from the marketing aspect.

Methodology:

The statistical population of the present study is divided into online and face-to-face parts. Both groups were given the questionnaire of the present study. All these people have used one of Houzz, Wanna Kicks, Instagram, and Amazon Shopping apps that have augmented reality features for 5 minutes before filling out the questionnaire. The number of indicators in the questionnaire of this research is 37 and the sample size includes 240 people using Klein's formula. The tool of the current research is a questionnaire whose validity has been formally confirmed by experts in this field. Reliability has also been confirmed using Cronbach's alpha test (0.92).

Findings:

Data analysis in this research will be done in two descriptive and inferential ways. SPSS software was used to analyze descriptive data. A structural equation test was also used to analyze inferential data. The software used for this section is SMARTPLS3 due to the non-normality of the data. In general, the results of these relationships indicate that among the independent variables of the research, the interaction with the augmented reality program and the ease of use of the augmented reality program has the greatest effect on the intermediary variable of utilitarian benefits, and the hedonic benefits have the greatest effect on the novelty variable of the experience of using the augmented reality program. Also, only utilitarian benefits have a positive and significant effect on psychological inspiration.

Conclusion:

according to the findings of the research, managers, marketers, organizations, brands, and professionals interested in the field of augmented reality technology are suggested to create and develop attractive user interfaces, away from any complexity, and optimize and increase the speed of programs by realistically increasing the content quality that can increase consumer inspiration. Also suggested strengthening the cognitive and emotional states of consumers with the help of psychological inspiration, such as creating attractive tasks and missions in augmented reality programs in such a way as to compel users to complete them.