Document Type : Research Paper
Authors
1 Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran y.shirmohammadi@pnu.ac.ir
2 MSc in Master of Business Management, Payame Noor University
Abstract
Using artificial intelligence technology, smart stores transfer a lot of customer and product information (big data) including facial recognition, smart sensors, smart shelves, automatic payment and interactive displays at high speed based on the fifth generation (5G) internet. Since the spread of the corona virus has changed the way of life and business today, that's why marketers have used new strategies based on artificial intelligence to advance. This research analyzed the hedonic factors of customers' purchases based on the Hedonic Information Systems Acceptance Model (HISAM). The sampling method of this research was simple random and its number was 404 people. The measurement tool in this research is a questionnaire. Statistical analysis was done using structural equation method and using SPSS and Amos software. To determine the causal relationship between the variables using the structural equation model method and significance levels in order to test the hypotheses, a p_value smaller than 0. 05 was considered. The results of this research showed that the perceived ease of use, perceived benefit and perceived enjoyment have a positive and significant effect on the purchase intention due to the technology readiness of customers. Also, the results of the research indicated that the mediating variable of technology readiness was effective from optimism, innovation, discomfort and insecurity, and perceived ease of use, perceived enjoyment, and perceived benefit had a positive effect on customers' purchase intentions from smart stores in the era of Corona.
Keywords
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