The impact of social media on the process of using augmented reality shopping applications by customers of sports products in Iran

Document Type : Research Paper

Authors

1 University of Shahid Beheshti

2 Shahid Beheshti University

Abstract

In this study, the AIDA model (attention, interest, desire, and behavioral action) and TAM (technology acceptance model) were used to explain the behavior of consumers of sports products through augmented reality shopping applications familiar on social media. Thus, the present study aimed to investigate the impact of social media on the process of using augmented reality shopping applications by customers of sports products emphasizing the AIDA and the TAM models. The present study was descriptive and correlational in terms of nature. Convenience sampling was used. The samples were selected among those who were familiar with augmented reality shopping applications through social networks and had experience using augmented reality shopping applications. AIDA and TAM model questionnaires were used as research tools. To analyze the data and assess the direct and indirect effects of variables, structural equation modeling was used in PLS4 software. The results revealed that attention and interest have a positive and significant impact on behavioral beliefs in the technology acceptance model. Thus, it can be concluded that social media acts as an external element in the process of accepting augmented reality shopping applications. It promotes a mediating role in creating the desire to use applications by positively affecting users' attitudes toward accepting new technology. The promotion of augmented reality shopping applications in social networks can facilitate the process of familiarity with using these applications. Research and development companies in Iran can draw the attention of users toward the use of these platforms by adding various sports options to the product menu of augmented reality shopping applications.

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History

  • Receive Date: 19 March 2024
  • Revise Date: 30 May 2024
  • Accept Date: 11 June 2024

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