The effect of the features of platforms based on augmented reality technology on the behavioral and cognitive responses of customers

The current research aims to investigate the characteristics of platforms based on augmented reality technology on the behavioral and cognitive responses of customers of interior design products and furniture in Tehran. The current research is quantitative in terms of practical purpose and research method. In terms of data collection, due to the use of library study methods and field methods such as electronic questionnaires, it is a descriptive-survey type. In this research, the customers of the interior design products of buildings and furniture in Tehran have been selected as the statistical population. Therefore, the size of the unlimited population and the sample size were calculated using G*power software 257 people. After checking and verifying the reliability and validity, the questionnaire was distributed electronically. After pre-processing,257 collected questionnaires were finally used. Demographic data was analyzed with SPSS version 23 software, and due to the non-normality of data distribution, Smart PLS version3software was used for model testing. Finally based on the hypothesis test, the increase in the number of interaction variables, system quality,ability to provide information about the product, and agreement with reality, which are considered as features of platforms based on augmented reality,on the reactions Emotional,cognitive and behavioral of customers has a positive and significant effect.According to research findings,augmented reality technology has a significant impact on customers' decisions.When customers use platforms based on augmented reality,the sense of immersion, enjoyment, and interest in the product increases,and as a result, the trust in the choice,the level of usefulness of the platform,and generally positive attitude also increases,which ultimately leads to an increase in intention.The re-use of the platform and the intention to buy in the customers.The proposal that is made to managers active in the field of production of devices related to the interior design of buildings and furniture,is to initially design and test their business in an augmented reality environment with the help of professional groups.Of course,because this technology is new in Iran,one must be very careful in the design of the platform.It is necessary to design the desired platform in such a way that the customer,despite being unfamiliar,can easily communicate with it.