The effect of co-creation in the face of augmented reality on perceived risk, perceived trust

Subject Areas : Journal of Investment Knowledge

Masoomeh  Ghafoori ¹ (PHD Candidate of Management of Technology, Industrial Management Group, Tehran Center, Islamic Azad University, Tehran, Iran)
Nosrat  Shadnoosh ² (Assistant Professor, Industrial Management Group, Tehran Center, Islamic Azad University, Tehran, Iran)
Muhammad Ali  Karamati ³ (Assistant Professor, Industrial Management Group, Tehran Center, Islamic Azad University, Tehran, Iran)

Received: 2021-07-29 Accepted : 2021-08-09 Published : 2022-03-21

Keywords: . Co-creation, Trust and Perceived Risk, Grounded Theory, Augmented Reality,

Abstract :

Subject: Augmented Reality (AR) is a technology that can address the limitations of traditional chat and information platforms such as telephones, face-to-face communications, and the Internet. AR has made it possible to access and interact with digital information in real time in the physical world (although the process by which an organization can communicate is often ambiguous, interactions, including conversations and information, often serve as a hub for Shared value creation are described). Thus, interactive platforms enable companies to provide a center for collaboration. In this study, identifying the factors of the co-creation model in the face of perceived augmented reality and explaining their relationships and presenting the co-creation model in Exposure to augmented reality over perceived risk has been intended.Research method: In this research, a mixed method has been applied, which includes qualitative and quantitative methods. First, the data were analyzed using data theory and MAXQDA software and then using structural equation method and SMArtPLS software. The statistical population of this research is for the qualitative part of experts including marketing professors and specialists, augmented reality, and in the quantitative part of this research includes senior managers, middle managers and technical and engineering experts, Mapna Group companies in the field of development and construction of thermal power plants. Oil, gas, and rail projects were sampled as accessible due to difficult access and limitations of coronary heart disease.

References:

• خاکی، غلامرضا. (1390). روش تحقیق با رویکردی به پایان نامه نویسی. تهران: انتشارات بازتاب.


• داوری، علی، رضازاده .و آرش . (1392). مدل سازی ساختاری با نرم افزار PLS، چاپ اول، تهران، انتشارات جهاد دانشگاهی .


• عباس زاده و همکاران. (1393). مقدمه‌ای بر معادل‌یابی معادلات ساختاری به روش پی ال اس و کاربرد آن در علوم رفتاری. ارومیه: دانشگاه ارومیه.


• هومن، حیدرعلی. (1394). مدل یابی معادلات فرهنگی با کاربرد نرم افزار لیزرل. تهران: نشر سمت

 

• Brunner, M., & Wolfartsberger, J. (2020). Virtual Reality enriched Business Model Canvas Building Blocks for enhancing Customer Retention. Procedia Manufacturing, 42, 154-157.


• Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision.


• Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into practice, 39(3), 124-130.


• Greene, J. A., Seung, B. Y., & Copeland, D. Z. (2014). Measuring critical components of digital literacy and their relationships with learning. Computers & education, 76, 55-69.


• Hulland, J. (1999). ‘Use of partial least squares (PLS) in strategic management research: A review of four recent studies. Strategic Management Journal, 20(2), Pp:195–204.


• Lian, J. W., & Yen, D. C. (2014). Online shopping drivers and barriers for older adults: Age and gender differences. Computers in human behavior, 37, 133-143.


• Roeser, S. (Ed.). (2012). Handbook of risk theory: Epistemology, decision theory, ethics, and social implications of risk (Vol. 1). Springer Science & Business Media.


• Tanner, J. F., & Raymond, M. A. (2011). Principles of marketing. Irvington, N.Y.: Flat World Knowledge