Investigating the effect of augmented reality on customer buying behavior considering the mediating role of perceived pleasure and customer satisfaction in the tourism industry in Iran

Subject Areas : Marketing

seyedeh fatemeh hosseini khorrami ¹ , rasoul asgarpour ²

1 - department of management, Najafabad Branch, Islamic azad university, najafabad, Iran
2 - Department of management, Najafabad Branch, Islamic Azad university, Najafabad, Iran

Received: 2022-05-11 Accepted : 2023-02-26 Published : 2023-02-20

Keywords: perceived pleasure, tourism industry in Iran, Customer Satisfaction, Augmented Reality, customer buying behavior,

Abstract :

Attracting the customer is not possible when the goal is to sell a product to the final buyer. Instead, sellers try to attract customers by creating various stores, advertising, designing and building various showcases to offer the product. Therefore, this study aimed to investigate the effect of augmented reality on customer buying behavior with respect to the mediating role of perceived pleasure and customer satisfaction in the tourism industry. This research is of applied type, and the research method in this research is descriptive-survey type. The statistical population of the study includes the customers of Elie Gesht Company and the sample size (384 people) has been calculated using the Cochran's formula. The required information was collected using standard questionnaires. In this study, in order to determine the reliability of the questionnaire, Cronbach's alpha test was used and the data were analyzed using Smart PLS software. The method of data analysis is also partial least squares. The results show that augmented reality has a positive and significant effect on perceived pleasure and customer satisfaction in the tourism industry. Perceived pleasure also has a positive and significant effect on customer behavior. But customer satisfaction does not have a positive and significant effect on customer behavior and perceived satisfaction on customer satisfaction.