Ajzen, I. (1985). From intention to actions: A theory of planned behavior. In J. Kuhl & J. Beckman (Eds.), Action control: From cognition to behavior (pp. 11-39). New York: Springer-Verlag.
Akel, G. & Armagan, E. (2020). Hedonic and utilitarian benefits as determinants of the application continuance intention in location-based applications: the mediating role of satisfaction. Multimedia Tools and Applications, 80, 7103 - 7124.
Alam, S.S., Susmit, S., Lin, C., Masukujjaman, M. & Ho, Y. (2021). Factors Affecting Augmented Reality Adoption in the Retail Industry. Journal of Open Innovation: Technology, Market, and Complexity, 7, 142.
Arghashi, V. & Yuksel, C.A. (2022). Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.
BCG, (2018). Augmented Reality: Is the Camera the Next Big Thing in Advertising? Retrieved from: https://www.bcg.com/publications/2018/augmented-reality-is-camera-next-big-thing-advertising.
Böttger, T.M., Rudolph, T., Evanschitzky, H. & Pfrang, T. (2017). Customer Inspiration: Conceptualization, Scale Development, and Validation. Journal of Marketing, 81, 116 - 131.
Chandon, P., Wansink, B. & Laurent, G. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64, 65 - 81.
Davari, A., Rezazadeh, A. (2014). Structural equation modeling with PLS software. Tehran: Jahad University Pub. (in Persian)
Davis, F. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q, 13 (3), 319–340.
Esfandiar, M., Irandoost, M. (2021). Investigating and studying the application of virtual reality and augmented reality in today's world. First International Conference on the Mutation of Management Science Economic and Accounting, Sari. (in Persian)
Feng, Y. & Mueller, B. (2019). The State of Augmented Reality Advertising around the Globe: A Multi-Cultural Content Analysis. Journal of Promotion Management, 25, 453 - 475.
Flavián, C., Ibáñez-Sánchez, S. & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research, 100, 547-560.
Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39 - 50.
Friston, K.J. (2018). Active Inference and Cognitive Consistency. Psychological Inquiry, 29, 67 - 73.
Gatter, S., Hüttl-Maack, V. & Rauschnabel, P. A. (2022). Can augmented reality satisfy consumers' need for touch? Psychology & Marketing, 39, 508– 523.
Grzegorczyk, T., Śliwiński, R. & Kaczmarek, J. (2019). Attractiveness of augmented reality to consumers. Technology Analysis & Strategic Management, 31, 1257 - 1269.
Ha, S. & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62, 565-571.
Hair, J.F., Risher, J.J., Sarstedt, M. & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Higgins, E. T. & Scholer, A. A. (2009). Engaging the consumer: The science and art of the value creation process. Journal of Consumer Psychology, 19(2), 100–114.
Hilken, T., de Ruyter, K., Chylinski, M.B., Mahr, D. & Keeling, D.I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45, 884-905.
Hinsch, C., Felix, R. & Rauschnabel, P.A. (2020). Nostalgia beats the wow-effect: Inspiration, awe and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987.
Hosseini, Y., Yadollahi, S. (2013). Parametric statistics and research methods. Tehran: Safar pub. (in Persian)
Ibáñez-Sánchez, S., Orús, C. & Flavián, C. (2022). Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory. Psychology & Marketing, 39(3), 559- 578.
IDC (2018). Worldwide Spending on Augmented and Virtual Reality to Achieve a Five-Year CAGR of 71.6% by 2022, According to IDC. Retrieved from: https://www.idc.com/getdoc.jsp?ContainerId = prUS43860118
Jalalzadeh, S. & Ghaderpor, M. (2021). Investigating the moderating effect of interactive augmented reality technology on the relationship between brand love and self-referral in the e-retail environment. Fourth National Conference on New Patterns of Business Management, Tehran. (in Persian)
Javornik, A. (2016). ‘It’s an illusion, but it looks real!’ Consumer affective, cognitive and behavioural responses to augmented reality applications. Journal of Marketing Management, 32, 1011 - 987.
Javornik, A. (2016). Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour. Journal of Retailing and Consumer Services, 30, 252-261.
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). Guilford Press.
Labroo, A.A., Dhar, R.K. & Schwarz, N. (2008). Of Frog Wines and Frowning Watches: Semantic Priming, Perceptual Fluency, and Brand Evaluation. Journal of Consumer Research, 34, 819-831.
McLean, G. & Wilson, A., (2019). Shopping in the digital world: examining customer engagement through augmented reality mobile applications. Computers in Human Behavior, 101, 210-224.
Nikhashemi, S.R., Knight, H.H., Nusair, K. & Liat, C.B. (2021). Augmented reality in smart retailing: A (n) (A) Symmetric Approach to continuous intention to use retail brands’ mobile AR apps. Journal of Retailing and Consumer Services, 60, 102464.
Oleynick, V.C., Thrash, T.M., LeFew, M.C., Moldovan, E.G. & Kieffaber, P.D. (2014). The scientific study of inspiration in the creative process: challenges and opportunities.
Frontiers in Human Neuroscience, 8.
https://doi.org/10.3389/fnhum.2014.00436
Poushneh, A. (2018). Augmented reality in retail: A trade-off between user's control of access to personal information and augmentation quality. Journal of Retailing and Consumer Services, 41, 169-176.
Poushneh, A. & Vasquez-Parraga, A.Z. (2017). Discernible impact of augmented reality on retail customer's experience, satisfaction and willingness to buy. Journal of Retailing and Consumer Services, 34, 229-234.
PwC, (2021). Seeing is believing. Retrieved from https://www.pwc.com/seeingisbelieving.
Rauschnabel, P.A. (2018). Virtually enhancing the real world with holograms: An exploration of expected gratifications of using augmented reality smart glasses. Psychology & Marketing, 35, 557-572.
Rauschnabel, P.A., Babin, B.J., tom Dieck, M.C., Krey, N. & Jung, T.H. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150.
Rauschnabel, P.A., Felix, R. & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43-53.
Rauschnabel, P.A., Rossmann, A. & Dieck, M.C. (2017). An adoption framework for mobile augmented reality games: The case of Pokémon Go.
Computers in Human Behavior, 76, 276-286.
Saedi, T., Kharrazi, R. & Mozafari, A. (2019). Application of augmented reality technology in advertising and marketing. Journal of Cultural Management, 44 (13), 101-112.
(in Persian)
Scholz, J. & Duffy, K. (2018). We ARe at home: How augmented reality reshapes mobile marketing and consumer-brand relationships. Journal of Retailing and Consumer Services, 44, 11-23.
Sevim, N., Yüncü, D. & Hall, E.E. (2017). Analysis of the Extended Technology Acceptance Model in Online Travel Products. Journal of Internet Applications and Management, 8(2), 45-61.
Shiota, M.N., Thrash, T.M., Danvers, A.F., Dombrowski, J.T., (2017). Transcending the self: awe, Elevation, and inspiration. In: Tugade, M.M., Shiota, M.N., Kirby, L.D. (Eds.), Handbook of Positive Emotions. Guilford Press, New York, NY.
Technavio (2021). Augmented Reality (AR) Market by Application and Geography - Forecast and Analysis 2021-2025. Retrieved from: https://www.technavio.com/report/augmented-reality-market-industry-analysis
Thrash, T.M. & Elliot, A.J. (2003). Inspiration as a psychological construct. Journal of personality and social psychology, 84(4), 871-889.
Tsai, S. (2020). Augmented reality enhancing place satisfaction for heritage tourism marketing. Current Issues in Tourism, 23, 1078 - 1083.