The Impact of Augmented Reality-Based Platforms on Customer Behavioral Responses in Customer Travel

Authors

    Seyyed Reza Jalalzadeh * Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran r.jalalzadeh@khatam.ac.ir
    Abbas Ali Haji Karimi Sari Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran
    Mahdiye shirani Master of Business Administration, Faculty of Management and Finance, Khatam University, Tehran, Iran
https://doi.org/10.61838/kman.aitech.3.2.6

Keywords:

policy formulation, artificial intelligence, characteristics of artificial intelligence

Abstract

With the increasing popularity of online shopping, the need for a method that can create a different and innovative perception of a brand in customers' minds is of great importance. Augmented reality (AR) is a novel technology that can play a significant role in the field of online sales. To this end, customers of interior design products and furniture in Tehran were selected as the target population, and a quantitative approach and electronic questionnaire distribution were used to investigate the impact of AR-based platforms on customer behavioral responses in customer travel. The sample size of this study was 288 individuals determined using G*Power software. According to the findings of the article, augmented reality technology has a considerable influence on customers' decisions. When AR-based platforms are used at any point during customer travel, due to the features of this technology, customers' sense of immersion, enjoyment, and interest in the product increases, leading to increased trust in their choices, the perceived usefulness of the platform, and overall positive attitudes. Ultimately, this results in an increased intention to reuse the platform and purchase intention among customers. Therefore, it is recommended that managers of companies involved in the field of interior design products and furniture do not overlook the potential of this technology in their business development.

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Author Biographies

  • Seyyed Reza Jalalzadeh, Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran

    Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.  

  • Abbas Ali Haji Karimi Sari, Assistant Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran

    Associate Professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran.

  • Mahdiye shirani, Master of Business Administration, Faculty of Management and Finance, Khatam University, Tehran, Iran

    Master of Business Administration, Faculty of Management and Finance, Khatam University, Tehran, Iran.

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Published

2025-04-01

Issue

Vol. 3 No. 2 (2025): Serial Number 10

Section

Articles

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Copyright (c) 2024 AI and Tech in Behavioral and Social Sciences

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How to Cite

Jalalzadeh, S. R., Haji Karimi Sari, A. A. ., & shirani, M. . (2025). The Impact of Augmented Reality-Based Platforms on Customer Behavioral Responses in Customer Travel. AI and Tech in Behavioral and Social Sciences, 3(2), 48-59. https://doi.org/10.61838/kman.aitech.3.2.6