قصد استفادۀ مجدد از اپلیکیشن مبتنی بر فناوری واقعیت افزوده با رویکردی بر مدل محرک-ارگانیسم-پاسخ و نظریۀ طرحوارۀ جنسیتی در صنعت پوشاک مد مقالة

امروزه فناوری واقعیت افزوده توجه روزافزونی را به خود جلب کرده است؛ به‌طوری که تصمیمات و تجربه‌های جدید مصرف‌کنندگان را بهبود بخشیده است؛ از این رو هدف از پژوهش حاضر استفادۀ مجدد از اپلیکیشن مبتنی بر فناوری واقعیت افزوده با رویکردی بر مدل محرک-ارگانیسم-پاسخ و نظریۀ طرح‌وارۀ جنسیتی است. پژوهش حاضر از‌نظر هدف کاربردی و از‌نظر روش توصیفی-پیمایشی است. جامعۀ آماری پژوهش کلیۀ کاربران موبایل هوشمند است که حداقل یکبار از اپلیکیشن مبتنی بر فناوری واقعیت افزوده در صنعت پوشاک استفاده کرده‌اند. با استناد به جدول مورگان برای جوامع نامحدود و براساس روش نمونه‌گیری دردسترس 384 نفر برای پاسخگویی انتخاب شدند. برای اجرای پژوهش حاضر از ابزار پرسشنامۀ استاندارد استفاده و برای تجزیه‌و‌تحلیل داده‌ها نیز از مدل معادله‌های ساختاری حداقل مربعات جزئی بهره گرفته شد. نتایج نشان داد که حضور از دور و حضور اجتماعی بر هم‌آفرینی ارزش تأثیر مثبت و معناداری ندارد؛ اما بر محبت برند تأثیر مثبت و معناداری دارد. همچنین، بین هم‌آفرینی ارزش و محبت برند با قصد استفادۀ مجدد ارتباط مثبت و معناداری وجود دارد. جنسیت، ارتباط بین حضور اجتماعی و محبت برند و نیز ارتباط بین محبت برند و قصد استفادۀ مجدد را تعدیل می‌کند؛ اما درنهایت، جنسیت ارتباط بین حضور اجتماعی را با هم‌آفرینی ارزش و هم‌آفرینی ارزش را با قصد استفادۀ مجدد تعدیل نمی‌کند.

The purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. This research is applied in terms of purpose and descriptive survey in terms of the method. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 people were selected. To carry out the study, a standard questionnaire was used. The partial least squares structural equation model was used to analyze the data. The results showed that telepresence does not have a significant effect on value co-creation, but a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app. The present research contributes to the information system and consumer behavior literature. In addition, intention to the reuse augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market. IntroductionThe application of augmented reality technology in the field of business, marketing, and promotion of products and services has its own capacity and attractiveness. The rapid expansion of Internet technology is dramatically changing the retail and shopping experience of consumers. Branded apps are widely used by many leading retailers around the world (Molinillo et al., 2020). Today, augmented reality technology is attracting increasing attention and improving consumers' purchasing decisions and experiences. Due to the highly interactive nature and advancement of smart technologies, it is becoming increasingly important for companies to engage and engage existing consumers to create products and services that lead to competitive advantage (Yu et al., 2021). Existing empirical research has shown that improving the virtual presence of an online sales platform can lead to favorable outcomes such as increasing consumer attitude, purchase intention, and shopping experience (Gao et al., 2018). It is worth noting that the gender schema theory clearly identifies gender as a fundamental difference between individuals, as both men and women use different approaches when processing information. From an academic perspective, numerous studies have shown differences in technology-related behaviors between men and women, such as in social media and e-commerce settings. Closing the gender gap was expected to lead to more growth for companies (Revaldi et al., 2022). Additionally, through a branded app, retailers can capitalize on additional opportunities, encourage consumer engagement, build brand recognition, and increase visibility. Therefore, the purpose of this study is to investigate the intention to reuse the augmented reality application in the fashion clothing industry. MethodologyThis study is applied in terms of purpose. The statistical population of the research includes all smart mobile users who have used augmented reality technology in the clothing industry at least once. Based on the Morgan table for unlimited communities and using the available non-probability sampling method, 384 individuals were selected. A standard questionnaire was used to collect the data. Partial least squares structural equation modeling was used to analyze the research data. A structural equation model (SEM) is a specific causal structure between a set of latent variables and observed variables. Through structural equation modeling, latent variables (factor or structure) can be measured indirectly by using obvious variables (questionnaire items or questions).As the results showed, the measurement model meets all quality and reliability criteria. All factor loadings are higher than 0.4, composite reliability is higher than 0.7, and the average values of extracted variance are higher than 0.5. The structural model of this study is evaluated through coefficient of determination (R2), predictive correlation (Q2), goodness of fit (GOF) test, and hypothesis testing. According to research findings, it can be stated that all the values of the coefficient of determination are at the medium and strong level for fitting the structural part of the model. The obtained Q2 values show that the model has sufficient predictive relevance, as the values are above the threshold of 0.000. Considering that the model has all the criteria, it can be suggested that the structural model is appropriate. FindingsThe results of the study showed that telepresence does not have a significant effect on value co-creation, but it has a positive and significant effect was found between social presence and brand affection. Social presence does not have a significant effect on value co-creation, but it has a positive and significant impact on brand affection. There is a positive and significant relationship between value co-creation and brand affection with the intention to reuse the augmented reality app. Gender moderates the relationship between distance presence and co-creation value and brand affection. Furthermore, gender moderates the relationship between social presence and brand affection. In addition, gender moderates the relationship between brand affection and intention to reuse the augmented reality app. Finally, gender does not moderate the relationship between social presence and value co-creation, and value co-creation with the intention to reuse the augmented reality app.Furthermore, the findings show that men's behavior is often influenced by cognition, while women's behavior is more easily influenced by emotion. Women tend to process information holistically, while men tend to process information more selectively. Other studies have claimed that women are often motivated by relational and emotional needs, while men are more likely to be driven by achievement needs. In fact, men and women tend to be different when socializing and interacting with others. For example, women are more interdependent in the sense that they are more social and prefer to create and maintain close relationships with others. Meanwhile, men are more independent and tend to focus more on their unique qualities. ConclusionThe present research contributes to the information system and consumer behavior literature. In addition, the intention to reuse the augmented reality app by consumers is a key challenge in gaining a competitive advantage in the contemporary market. From the proven results, it can be suggested that when using an app, men are more interested in fun and enjoyable features, while women are more focused on performing tasks, such as communicating with family and friends. Women are more likely to maintain relationships and interact with vendors when using social networking sites. In terms of technology use, men reported perceived usefulness as highly valued, while women were motivated by ease of use.According to the results, it is suggested that marketers understand the difference between different levels of consumer perceptions. Apparel industry apps should strive to increase users' emotional and behavioral engagement with the brand, which can foster positive emotions, pride, and good feelings toward the brand. Hence, reuse intention can be achieved. On the other hand, imbuing an application based on augmented reality technology in the apparel industry with human and social features is more necessary to maintain the loyalty of female consumers. This can be achieved using a conversational interface such as a Chabot, voice recognition, and live streaming videos. Finally, it is suggested that retailers should be aware and provide more opportunities for consumers to participate and exchange information during the product or service development process. Furthermore, the value co-creation process, which includes customer centricity and customization, has been proven to be the most effective predictor of long-term relationships between a retailer and its existing market.