Foresight of the Effect Co-Creation through Exposure to Augmented Reality on Consumer Perceived Risk, Perceived Trust and Purchase Intent.
Subject Areas : FuturologyMasoumeh Ghafouri 1 , Nosratollah Shadnoush 2 , Mohammad ali Keramati 3
1 - Faculty of Management of Technology, Islamic Azad University Central Tehran Branch
2 - 1.Associate Prof., Faculty Management of Technology Islamic Azad University Central Tehran Branch Tehran ,Iran
3 - Management Faculty.Islamic Azad University Central Tehran Branch.Tehran. Tehran
Keywords: Foresight, Co-creation, perceived risk, perceived trust, purchase intent, Cognitive reality,
Abstract :
Co-creation between companies and customers is one of the most promising topics in the field of virtual consumer environments and one of the newly emerging research fields which is not yet well developed in Iran. The purpose of this research is to find a proper answer to the following key question: What are the effects of co-creation through exposure to augmented reality on consumer perceived risk, perceived trust and purchase intent? Materials and Methods: This research has been demonstrated based on a blended approach composed of a qualitative and a quantitative approach. The quantitative approach relies on a deep survey of 20 individuals, including a number of managers and elites of MAPNA Group. Findings: Input, resources, processes and outputs which are the main elements of this research were identified and the effects of co-creation through exposure to augmented reality on consumer perceived risk, perceived trust and purchase intent were confirmed. Conclusion: Based on the standards coefficients estimation test results and significant parameters, all relations and structures of the customer’s purchase decision in path-coefficients are significant at 9% coefficient level and they have a significant contribution in the measurement of their structures. All relations and components of the customer’s purchase decision obtained from the analysis of the basic data and maxqda software output were confirmed by the factor analysis technique.
