Presenting a co-creation model in the face of added reality on perceived risk, perceived trust and customer purchase intention
Subject Areas : marketing
Nosratallah Shadnoush
1
(
Department of Management,, Central Tehran Branch ,Islamic Azad University, Tehran, Iran
)
Mohammad ali Keramati
2
(
Department of Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
)
Maesumeh Ghafuri
3
(
PhD student, Department of Management, Central Tehran Branch,
Islamic Azad University, Tehran, Iran
)
Keywords: Perceived Trust, Perceived Risk, Customer Purchase Intention, co-creation, Added reality,
Abstract :
The current research was conducted with the aim of designing a theoretical model of the effect of co-creation in facing augmented reality on perceived risk, perceived trust and customer purchase intention. In order to formulate the model, the qualitative research method was used, and specifically, the foundation data method was used in the construction of the theory. The statistical population of this research in the qualitative part of the research consists of experts such as university professors and specialists who have been in Mapna company for many years, which ultimately led to the extraction and identification of variables. The sampling method was snowball and the criterion of sample size was to reach theoretical saturation and the main basis of data collection was conducting in-depth interviews. A total of 20 interviews were conducted. After performing the three stages of coding by using MAXQDA software, the final research model consisting of 8 general categories, 27 subcategories and 58 main concepts was obtained. In this research, identifying the factors of the model based on co-creation in the face of augmented reality and perceived risk, perceived trust, and the customer's purchase intention, and the explanation of their relationship was intended.
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