مدیریت بازاریابی هوشمند

مدیریت بازاریابی هوشمند

تأثیر ویژگی‌های پلتفرم‌های مبتنی بر فناوری واقعیت افزوده بر پاسخ‌های رفتاری و شناختی مشتریان

نوع مقاله : استخراج از پایان نامه کارشناسی ارشد

نویسندگان
1 استادیار گروه مدیریت، دانشکده مدیریت و علوم مالی، دانشگاه خاتم، تهران، ایران.
2 دانشیار گروه مدیریت، دانشکده مدیریت و علوم مالی، دانشگاه خاتم، تهران، ایران.
3 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و مالی، دانشگاه خاتم، تهران، ایران.
چکیده
هدف پژوهش حاضر، بررسی ویژگی‌های پلتفرم‌های مبتنی بر فناوری واقعیت‌افزوده بر پاسخ‌های رفتاری و شناختی مشتریان محصولات طراحی داخلی ساختمان و مبلمان شهر تهران است. پژوهش حاضر، از نظر هدف کاربردی و از منظر شیوه پژوهش، کمّی است. از حیث جمع‌آوری داده‌ها به دلیل استفاده از روش‌های مطالعه کتابخانه‌ای و روش‌های میدانی نظیر پرسشنامه الکترونیکی، از نوع توصیفی_ پیمایشی می‌باشد. در این پژوهش مشتریان محصولات طراحی داخلی ساختمان و مبلمان شهر تهران به عنوان جامعه آماری انتخاب شده است. بنابراین حجم جامعه نامحدود و حجم نمونه با استفاده از نرم افزار G*power 257 نفر محاسبه گردید. پس از بررسی و تأیید پایایی و روایی، پرسشنامه به صورت الکترونیکی توزیع شد. پس از انجام پیش‌پردازش‌ها، در نهایت از 257 پرسشنامه جمع‌آوری شده استفاده گردید.داده‌های جمعیت‌شناختی با نرم افزار اس‌پی‌اس‌اس نسخه 23 تحلیل و با توجه به غیرنرمال بودن توزیع داده‌ها، برای آزمون مدل از نرم افزار اسمارت‌پی‌ال‌اس نسخه 3 استفاده شد.در نهایت بر اساس آزمون فرضیه‌ها، افزایش در میزان متغیرهای تعامل، کیفیت سیستم، توان اطلاعات‌دهی درباره محصول و همخوانی با واقعیت که به‌عنوان ویژگی‌های پلتفرم‌های مبتنی بر واقعیت‌افزوده در نظر گرفته شده‌اند، بر واکنش‌های عاطفی، شناختی و رفتاری مشتریان تأثیر مثبت و معناداری دارد.

بر اساس یافته‌های پژوهش، فناوری واقعیت‌افزوده تاثیر بسزایی در تصمیمات مشتریان دارد. هنگامی که مشتریان از پلتفرم‌های مبتنی بر واقعیت‌افزوده استفاده می‌کنند، حس غوطه‌وری، لذت و علاقه به محصول در آنان افزایش یافته و در پی آن اعتماد به انتخاب، میزان سودمندی پلتفرم و به طور کلی نگرش مثبت نیز افزایش می‌یابد که در نهایت منجر به افزایش قصد استفاده مجدد از پلتفرم و قصد خرید در مشتریان می‌شود. پیشنهادی که به مدیران فعال در حوزه تولید وسایل مربوط به طراحی داخلی ساختمان و مبلمان می‌شود، این است که در ابتدا با کمک گروه‌های حرفه‌ای، کسب‌وکار خود را در فضای واقعیت‌افزوده طراحی و امتحان کنند. البته به دلیل جدید بودن این فناوری در ایران، باید در طراحی پلتفرم بسیار دقت شود. لازم است طراحی پلتفرم موردنظر به‌گونه‌ای باشد که مشتری در عین ناآشنا بودن، بتواند به‌سادگی و راحتی با آن ارتباط برقرار کند.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The effect of the features of platforms based on augmented reality technology on the behavioral and cognitive responses of customers

نویسندگان English

Seyyed Reza Jalalzadeh 1
Abbas Ali Haji Karimi Sari 2
Mahdiye shirani 3
1 Assistant Prof. Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.
2 Associate Prof. Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.
3 MSc. of Business Administration, Faculty of Management and Finance, Khatam University, Tehran, Iran.
چکیده English

The current research aims to investigate the characteristics of platforms based on augmented reality technology on the behavioral and cognitive responses of customers of interior design products and furniture in Tehran. The current research is quantitative in terms of practical purpose and research method. In terms of data collection, due to the use of library study methods and field methods such as electronic questionnaires, it is a descriptive-survey type. In this research, the customers of the interior design products of buildings and furniture in Tehran have been selected as the statistical population. Therefore, the size of the unlimited population and the sample size were calculated using G*power software 257 people. After checking and verifying the reliability and validity, the questionnaire was distributed electronically. After pre-processing,257 collected questionnaires were finally used. Demographic data was analyzed with SPSS version 23 software, and due to the non-normality of data distribution, Smart PLS version3software was used for model testing. Finally based on the hypothesis test, the increase in the number of interaction variables, system quality,ability to provide information about the product, and agreement with reality, which are considered as features of platforms based on augmented reality,on the reactions Emotional,cognitive and behavioral of customers has a positive and significant effect.According to research findings,augmented reality technology has a significant impact on customers' decisions.When customers use platforms based on augmented reality,the sense of immersion, enjoyment, and interest in the product increases,and as a result, the trust in the choice,the level of usefulness of the platform,and generally positive attitude also increases,which ultimately leads to an increase in intention.The re-use of the platform and the intention to buy in the customers.The proposal that is made to managers active in the field of production of devices related to the interior design of buildings and furniture,is to initially design and test their business in an augmented reality environment with the help of professional groups.Of course,because this technology is new in Iran,one must be very careful in the design of the platform.It is necessary to design the desired platform in such a way that the customer,despite being unfamiliar,can easily communicate with it.

کلیدواژه‌ها English

Attitude
Augmented reality technology
Behavioral responses of customers
Purchase intention
Sense of immersion
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