مطالعات مدیریت کسب و کار هوشمند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 استاد گروه مدیریت، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران نویسنده مسئول: Feiz1353@semnan.ac.ir

3 دانشیارگروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه بابلسر مازندران، ایران.

چکیده

فناوری واقعیت افزوده به‌عنوان یکی از روندهای اصلی بازار دیجیتال در سال‌های اخیر ظاهرشده است. این فناوری نوین به دلیل جذابیت و پتانسیلی که دارند به‌طور پی‌درپی در کسب‌وکارهای نوآورانه به‌کاربرده شده است. هدف پژوهش حاضر یک مطالعه مروری سیستماتیک و جامع در قالب رویکرد کتاب‌سنجی بر روی داده‌های استنادی ادبیات تصمیم‌گیری خرید مبتنی بر فناوری واقعیت افزوده بوده است. یک پارادایم عملگرایانه به محقق اجازه داد تا در قالب یک استراتژی سیستماتیک داده‌های استنادی را از پایگاه اسکوپوس جمع‌آوری و در قالب پروتکل استاندارد پریزما پیش‌پردازش کنند. درنهایت 239 مطالعه در سبد تحلیل کتاب‌سنجی توسط نرم‌افزار R Studio و Vosviewer قرار گرفت. نتایج نهایی در بخش عملکردی تأثیرگذارترین اسناد، نویسندگان، ژورنال‌ها، سازمان‌ها و کشورها را مشخص کرد و سپس در قالب الگوهای تعاملی بین عناصر و تحلیل محتوای داده‌ها نکات برجسته‌ای را به رفتار خریداران و تصمیم‌گیری خرید با فناوری واقعیت افزوده در کسب‌وکارهای مجازی اضافه نمود. همچنین قابل‌ذکر است که این مفهوم عمدتاً حول پنج حوزه اصلی هست: تجربیات مجازی و روان‌شناختی خریداران در خرید آنلاین با واقعیت افزوده؛ تأثیرات هوش مصنوعی بر فناوری‌های نوین در رفتار خریداران؛ تجربیات مجازی و روان‌شناختی خریداران در خرید آنلاین با واقعیت افزوده؛ تعاملات فناوری، ارزش ادراک‌شده و شناخت بر تجربه خریداران در خرده‌فروشی با استفاده از واقعیت افزوده موبایلی؛ نقش فناوری واقعیت افزوده در تصمیم‌گیری خرید و خریدهای هوشمند در فضازی مجازی. مکتب تأثیرگذار فناوری واقعیت افزوده در تصمیم‌گیری خریداران با نظریه محرک – ارگانیسم – پاسخ مرتبط هست که پایه‌ فکری این حوزه را شکل داده_اند .

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Consumer Behavior and consumer decision making with Augmented Reality Technology in B2C Virtual Businesses: A Bibliometric Review and Content Analysis

نویسندگان [English]

  • Fahime Mahavarpour 1
  • Feiz Davood 2
  • Morteza Maleki Min Bash Razgah 3

1 Doctoral student of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran

2 Professor, Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran Corresponding Author: Feiz1353@semnan.ac.ir

3 Associate Professor, Department of Business Administration, Faculty of Economics, Management and Administrative Sciences, Babolsar University, Mazandaran, Iran.

چکیده [English]

Augmented reality technology has emerged as one of the main trends in the digital market in recent years. This innovative technology, due to its appeal and potential, has been repeatedly applied in innovative businesses. The aim of this study is to conduct a systematic and comprehensive review using a bibliometric approach on the citation data of literature related to purchase decision-making based on augmented reality technology. A pragmatic paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol. Ultimately, 239 studies were included in the bibliometric analysis using R Studio and Vosviewer software. The final results identified the most influential documents, authors, journals, organizations, and countries, and highlighted key points regarding buyer behavior and purchase decision-making with augmented reality in virtual businesses through interactive patterns between elements and content analysis of the data. Additionally, it is noteworthy that this concept mainly revolves around five primary areas: virtual and psychological experiences of buyers in online shopping with augmented reality; the impact of artificial intelligence on new technologies in buyer behavior; interactions of technology, perceived value, and cognition on buyer experience in retail using mobile augmented reality; the role of augmented reality technology in purchase decision-making and smart shopping in the virtual space. The influential school of thought on augmented reality technology in buyer decision-making is associated with the stimulus-organism-response theory, which forms the intellectual foundation of this field.

کلیدواژه‌ها [English]

  • Augmented reality technology
  • marketing
  • shopper decision-making
  • shopper behavior
  • virtual businesses
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