Document Type : علمی - پژوهشی
Authors
1
semnanDepartment of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran
2
Department of commercial management, Faculty of Economic, Management and Administrative science, Semnan University, Semnan, Iran
3
Associate Professor. Faculty of Economics, Management and administrative sciences, Semnan University
10.48308/jbmp.2024.235482.1600
Abstract
Background and objective: The world is on the brink of significant technological revolutions that impact consumer behavior. The emerging reality where virtual content integrates with users' understanding of the real world has been identified as a technology with considerable growth potential for marketing and related fields. Hence, the present research aims to identify the characteristics of consumer behavior and purchase decision-making based on augmented reality marketing.
Methodology: In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 90 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.
Findings: In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 92 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.Conclusion:the use of augmented reality technology enables us to identify the features of consumer behavior and the purchasing decision-making process more accurately and comprehensively using advanced and reliable marketing methods.
Keywords
Main Subjects
)