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رفتار خریداران و تصمیم گیری خرید با فناوری واقعیت افزوده در کسب‌وکارهای مجازی B2C: مرور بیبلیومتریک و تحلیل محتوا

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 new technology has been successively used in innovative businesses due to its attractiveness and potential. The aim of the current research was a systematic and comprehensive review in the form of a bibliometric approach on the citation data of the purchase decision-making literature based on augmented reality technology. A pragmatic paradigm allowed the researcher to collect citation data from the Scopus database in a systematic strategy and preprocess it in the form of the standard Prism protocol. Finally, 239 studies were included in the bibliometric analysis basket by R Studio and Vosviewer software. The final results in the functional section identified the most influential documents, authors, journals, organizations, and countries, and then added highlights to buyer behavior and purchase decision-making with augmented reality technology in virtual businesses in the form of interaction patterns between elements and data content analysis.. It is also worth noting that this concept mainly revolves around five main areas: the virtual and psychological experiences of shoppers in online shopping with augmented reality; The effects of artificial intelligence on new technologies in the behavior of buyers; virtual and psychological experiences of buyers in online shopping with augmented reality; Interactions of technology, perceived value and cognition on shoppers' experience in retail using mobile augmented reality; The role of augmented reality technology in purchasing decisions and smart purchases in virtual space. The influential school of augmented reality technology in buyers' decision-making is related to the stimulus-organism-response theory, which formed the intellectual foundation of this field.

Introduction

Try to conduct marketing without using augmented reality technology; you will not succeed. Try to create an inspiring marketing strategy without augmented reality technology; this will not be effective either. While traditional marketing is effective, it involves high costs and difficulties in engaging and providing personalized services to customers, as it cannot adjust services to recognize customers' needs or expectations. Marketing with this novel technology (AR) represents a new and potentially impactful subfield that has transformed how buyers experience goods and services. Augmented reality aids in the development of marketing, offering benefits that enhance the company's image, strengthen customer interaction, and increase sales. These advanced new technologies have already positively boosted marketing. AR technology is in its early stages and there are ample opportunities for its improvement. This innovative technology (AR) provides an excellent option for enriching perceptual and interactive desires. While many established consumer behavior theories may extend naturally into virtual spaces, many of them may require significant updates to align with buyers' search, selection, and usage practices. During purchase decision-making, whether interacting with physical or online stores, buyers encounter various touchpoints that determine the shopping experience. Academic knowledge is expanding exponentially. This has made it challenging to keep up with the latest innovations in research and evaluate the collective evidence in a particular field of study. One such database is Scopus, created in 2004 and published by Elsevier. Managing such knowledge using traditional tools and techniques is difficult, if not unlikely, due to the rapid growth. This is why literature review as a research method has become more popular than ever in various natural and social science disciplines. The purpose of a systematic review is to identify all empirical evidence that meets pre-specified criteria to answer a specific research question or hypothesis. Bibliometrics is a new style of theoretical literature review and a type of systematic review that has created related theories and bibliometric analysis in various fields of knowledge, including management sciences. The value of bibliometric methods lies in their ability to analyze the evolution of scientific literature over time and reveal intellectual relationships in this field. Therefore, based on the present research problem, which seeks to describe performance indicators, examine the interactive patterns of these indicators, and analyze the content of citation information in the field of augmented reality technology in the academic space, the researcher aims to demonstrate the study gap in this field and contribute to filling the knowledge gap. In the introduction section, a systematic methodology is first defined to specify the steps for collecting, preprocessing, and analyzing information. Then, in the results section, an objective and tangible interpretation is provided using tables and charts from professional bibliometric software. Finally, the obtained results are discussed and concluded within the context of expanding the present literature.

Methodology

Systematic reviews indicate a precise approach to integrating and evaluating scientific evidence literature reviews are no exception and are guided by a systematic process. This process aids researchers in systematically and comprehensively gathering, analyzing, and evaluating existing studies, providing an overall picture of the state and trends within a scientific field. Compared to systematic literature reviews, this method helps prevent author bias. The present bibliometric methodology emerges from a pragmatic paradigm that designs various stages of research based on common assumptions and beliefs among review researchers Based on the outputs of scientific research, the researcher has the freedom to use various quantitative and qualitative approaches within this philosophical framework. According to bibliometric studies, the methodology of bibliometric research consists of five steps, which are detailed below.
Chart 3: The Methodological Process of Bibliometric Studies (Moradi & Miralmasi, 2020b, p. 570)
 

Results

In this study, the focus is on the topic of augmented reality technology and its evolution up to the year 2024. While augmented reality technology saw erratic growth in buyer behavior and purchase decision-making during its nascent stage up to 2015, this was largely due to the limited understanding of its long-term effects owing to the lack of metrics, measurable elements, and research studies at that time.

There is a 50-year span of articles, indicating over half a century of discussion surrounding augmented reality technology. However, from 2015 onwards, it has experienced an annual growth rate of 25.92%, showing an upward trend.
Approximately 36.46% of the research has been authored through international collaborations, as this field requires expertise from various research disciplines.
Developing countries, despite having fewer scientific outputs, publish their articles as international collaborative studies to ensure publication in reputable journals and to increase citations to their studies.

Keywords: Augmented Reality Technology, Marketing, Buyer Decision Making, Buyer Behavior, Virtual Businesses.
 
 
 
 

کلیدواژه‌ها [English]

  • Augmented reality technology
  • marketing
  • shopper decision-making
  • shopper behavior
  • virtual businesses
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مطالعات مدیریت کسب و کار هوشمند
دوره 13، شماره 51
فروردین 1404
صفحه 1-52
فایل ها
سابقه مقاله
  • تاریخ دریافت: 10 مرداد 1403
  • تاریخ بازنگری: 06 آذر 1403
  • تاریخ پذیرش: 24 آذر 1403
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