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Razmi, Zahra, Hadianfar, Niloufar, Mohammadi moghaddam, Maryam. (1404). The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework. , (), -. doi: 10.22059/ijms.2025.372001.676517
Zahra Razmi; Niloufar Hadianfar; Maryam Mohammadi moghaddam. "The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework". , , , 1404, -. doi: 10.22059/ijms.2025.372001.676517
Razmi, Zahra, Hadianfar, Niloufar, Mohammadi moghaddam, Maryam. (1404). 'The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework', , (), pp. -. doi: 10.22059/ijms.2025.372001.676517
Razmi, Zahra, Hadianfar, Niloufar, Mohammadi moghaddam, Maryam. The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework. , 1404; (): -. doi: 10.22059/ijms.2025.372001.676517

The Impact of Augmented Reality Technology in Packaging on Consumer Behavior, Based on the Stimulus-Organism-Response Framework

Interdisciplinary Journal of Management Studies
مقالات آماده انتشار، پذیرفته شده، انتشار آنلاین از تاریخ 11 آبان 1404
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2025.372001.676517
نویسندگان
Zahra Razmi* 1؛ Niloufar Hadianfar2؛ Maryam Mohammadi moghaddam3
1Alzahra
2Department of Management, faculty of social sciences and economic, Alzahra University, Tehran, Iran
3Department of Management, faculty of social sciences and economic, Tehran, Iran
چکیده
Recent advances in information technology help users to experience reality. Augmented reality and virtual reality tools are considered among the most destructive novel technologies in marketing and advertising. AR marketing, as a type of mobile marketing, can shape and improve customers’ experiences. Because of progressing consumer experience expectations and the growing complexity of the product, traditional packaging methods have become insufficient in the packaging industry. AR packaging can save the day and bring about numerous advantages for companies. This research aims to investigating the impact of AR packaging on consumer behavior, based on the S-O-R framework. The hypotheses of this research were analyzed using structural equation modeling (SEM) and Smart-PLS3 software. The findings revealed the positive impact of authentic experience on cognitive and affective responses, positive impact of cognitive and affective responses on intention to continue AR, intent to continue to recommend AR and, purchase intention. using AR in packaging can change the customer's experience with the product. This research provides practical insights for marketing managers expecting to find innovative strategies to engage consumers emotionally and willing to have empirical evidence encouraging their decision to invest in such emerging technologies.
کلیدواژه‌ها
Augmented Reality؛ Consumer Behavior؛ Packaging؛ SOR
آمار
تعداد مشاهده مقاله: 161





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