Investigating the Impact of Augmented Reality Features on Psychological Inspiration Formation

Document Type : Research Paper

Authors

1 Associate Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

2 Assistant Prof., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

3 MSc., Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.

10.22059/jibm.2023.359420.4584

Abstract

Objective
Augmented reality has garnered significant attention from managers and researchers in recent years. We anticipate the augmented reality ecosystem to continue growing rapidly, with various players such as advertising agencies, software developers, and ad networks playing their roles in the augmented reality value chain. In today's world, businesses are constantly seeking ways to operate differently. Augmented reality technology is changing the way people interact with the physical environment, offering an immersive user experience and creating new opportunities for businesses, regardless of industry. Augmented reality apps offer many personalized features, providing a sense of inspiration and uniqueness. Psychological inspiration is also utilized, motivating individuals to push beyond their real and imaginary limitations and implement ideas. However, there is still a limited understanding of how and why customer interactions with augmented reality apps lead to positive perceptions of customer benefits and inspired behavioral outcomes. Therefore, the current research aims to identify the effect of augmented reality features on the formation of psychological inspiration from a marketing perspective.
 
Methodology
The study's statistical population was categorized into online and face-to-face groups. Each group was provided with the study's questionnaire. Before questionnaire completion, participants from both groups utilized augmented reality features within apps such as Houzz, Wanna Kicks, Instagram, and Amazon Shopping for five minutes. The questionnaire in this research comprises 37 indicators, and the sample size consists of 240 individuals, determined using Klein's formula. The research employed a questionnaire as its primary tool, with validity formally confirmed by experts in the field. Additionally, reliability was established through the Cronbach's alpha test, yielding a score of 0.92. The data underwent analysis using structural equation testing. The software employed for the research is SMARTPLS3 due to the non-normality of the data, the sample size, the complexity of the model, and the analysis of the structural equation model.
 
Findings
Upon examination of both the measurement and structural models of the research, the validity of the extracted model was confirmed. The results indicate that interaction with the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.24 and a significant t-value greater than 1.96. The novelty of the experience of using the augmented reality program also has a positive and significant effect on utilitarian benefits, with a coefficient of 0.15 and a significant t-value greater than 1.96. Similarly, the ease of use of the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.29 and a significant t-value greater than 1.96. Additionally, utilitarian benefits have a positive and significant effect on psychological inspiration, with a coefficient of 0.22 and a confidence interval of 99%.
 
Conclusion
Augmented reality can potentially enhance processes and activities, thereby offering consumers enjoyable shopping experiences. To amplify augmented reality's hedonic benefits, cognitive load can be reduced by realistically enhancing content through visual realization. Moreover, incorporating attractive user interfaces, informative features, and personalized capabilities can further enhance the utilitarian effects of augmented reality. Overall, research indicates that managers, marketers, organizations, and brands can effectively leverage augmented reality technology to enhance and advance their operations.

Keywords

Main Subjects

References

 
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Journal of Business Management
Volume 16, Issue 3
2024
Pages 749-774

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