Document Type : Research Paper
Authors
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.
Abstract
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.
Keywords
Main Subjects
)