رفتار خریداران

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.

Customer satisfaction is the most decisive factor in marketing success; therefore, companies and organizations must correctly identify and understand the needs, tastes and expectations of their customers so that they can produce a product with maximum value and deliver it to Effectively price, distribute and promote. In general, accurate understanding of consumer behavior, especially at the moment of final selection of products, can help companies in making major decisions and achieve the organization's high goals. The purpose that led to this research was to design some patters through which the factors and how to persuade buyers in industrial marketing can be achieved. These patterns obtained by conducting research on small and medium-sized companies that buy food machinery in Afghanistan. In order to be able to provide the most appropriate machines to this target market by using that pattern, in order to satisfy these buyers, it is possible to penetrate this market as much as possible for the manufacturers of food production machines in the country of origin (Iran) to be provided.

This research was conducted qualitatively and using the data method of the Glazer Foundation. The reason why the foundation data method was used in this research was that there was no appropriate pattern for the target community that was addressed and that there were not many patterns in the field of persuasion in general in industrial marketing. Therefore, it seems that there is a need to present three patterns in this field. Based on this, first the interview questions were designed in line with the main research questions. Then the statistical sample was selected in a selective way and according to different branches of food industry. By identifying the communication channels, the interview with these producers was provided, and the interviews continued until theoretical saturation was reached.

By analyzing the data obtained from these interviews, it became clear that six main factors have a key influence on persuading buyers in the food industry machinery market in Afghanistan. These six factors include; The first factor is the cost, which includes all the costs that a person has to identify, choose, compare products to purchase and use, repairs and parts. This factor is mentioned by all the activists as an important factor. The second factor is reliability. This factor represents the things that make the machinery supplier a trusted image in the minds of the users of these products. The third factor is the technology used in these machines and the simplicity of its use. Ease of use and no need for foreign experts are important factors in this factor. The fourth factor is expertise, that the supplier of the machines in question has sufficient expertise in all fields related to the production of these machines. The fifth factor is the complete elimination of the need. in such a way that it can provide a complete set of machines needed to produce the desired food. It means that the company can meet its zero to hundred needs for machines from one supplier. The sixth and last factor is geographical distance. This factor was more common in food producers who were engaged in production in Herat city. Ease of access to machinery suppliers and communication has been one of the important factors in this factor.

This research can claim to add to the scope of knowledge in two major areas; The first field of research is about persuasion in industrial marketing. This can have various reasons, but it seems that there are stronger reasons to pay more attention to industrial marketing. The size of the market, the amount of expertise required for better performance in this sector, much bigger results in case of success, high costs in case of failure, etc., these are all reasons that make it reasonable for researchers to pay attention to industrial marketing. The second area that makes our research valuable is working on the target society, which has been less worked on, and on the other hand, because it is one of the important markets for the export of Iranian goods, the information obtained from it is also scientific. And it will be very valuable in terms of market needs. In general, industrial marketing has received less attention than consumer marketing. The results of this research can be useful both for the buyers of these machines in Afghanistan and for the manufacturers of food industry machines in any country that intends to export these goods to Afghanistan.

The world is on the brink of significant technological revolutions that impact consumer behavior. The emerging reality where virtual content integrates with users' understanding of the real world has been identified as a technology with considerable growth potential for marketing and related fields. Hence, the present research aims to identify the characteristics of consumer behavior and purchase decision-making based on augmented reality marketing.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 90 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

In this study, identifying the characteristics of buyer behavior and marketing-based purchasing decision-making using augmented reality technology is 92 coding and 5 sub-themes including problem recognition, information search, information evaluation, purchase and post-purchase decision-making, and to the 3 main themes of pre-purchase decision-making, purchase and post-purchase decision-making.

the use of augmented reality technology enables us to identify the features of consumer behavior and the purchasing decision-making process more accurately and comprehensively using advanced and reliable marketing methods.