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شناسایی عوامل مؤثر بر قصد استفاده از برنامه‌های خرید واقعیت افزوده در مشتریان محصولات ورزشی؛ کاربرد مدل پذیرش فناوری

نوع مقاله : مقاله پژوهشی

نویسندگان

گروه مدیریت ورزشی و رسانه، دانشکدۀ علوم ورزشی و تندرستی، دانشگاه شهید بهشتی، تهران، ایران

چکیده

مقدمه: امروزه با ظهور فناوری با اشکال متنوع در صنایع، صنعت ورزش به یکی از بسترهای پذیرش فناوری تبدیل شده است.  تحقیق حاضر با شناسایی عوامل مؤثر بر قصد استفاده از برنامه‌های خرید واقعیت افزوده در مشتریان محصولات ورزشی، کاربرد مدل پذیرش فناوری را بررسی می‌کند.
روش پژوهش: پژوهش حاضر از حیث ماهیت از دسته پژوهش‌های توصیفی از نوع همبستگی بود. نمونه‌گیری به‌صورت در دسترس و از دانشجویان دانشگاه شهید بهشتی که تجربۀ استفاده از برنامه‌های خرید واقعیت افزوده را داشتند، انتخاب شد. ابزار اندازه‌گیری شامل پرسشنامۀ نگرش، ارزش درک‌شده، قصد استفاده، سودمندی درک‌شده، سهولت استفاده درک‌شده بود. برای تجزیه‌وتحلیل داده‌ها و سنجش اثربخشی مستقیم و غیرمستقیم متغیرها، از مدلسازی معادلات ساختاری در نرم‌افزار  pls4بهره گرفته شد.
یافته‌ها: نتایج نشان داد سهولت استفاده درک‌شده و سودمندی درک‌شده بر نگرش تأثیر می‌گذارند، در نهایت تغییر نگرش در مصرف‌کنندگان به قصد استفادۀ آنان از فناوری خرید واقعیت افزوده منجر می‌شود. شایان ذکر است ارزش درک‌شده نیز به‌عنوان میانجی این مسیر را تسهیل می‌کند.
نتیجه‌گیری: شرکت‌های تحقیق و توسعه در ایران باید پلتفرم‌های واقعیت افزوده برای کسب‌وکارهای داخلی، به‌خصوص ورزشی را توسعه دهند و به‌طور مداوم فرایند استفاده از آن را ساده کنند. ترغیب به استفاده از برنامه‌های خرید واقعیت افزوده، نه‌تنها می‌توانند مصرف‌کنندگان موجود را حفظ کنند، بلکه مصرف‌کنندگان آنلاین بالقوه بیشتری را نیز جذب می‌کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying Factors Affecting the Intention to Use Augmented Reality Shopping Apps in Sports Products Customers; Application of Technology Acceptance Model

نویسندگان [English]

  • Rezgar Pourmarouf
  • Ali Afrouzeh
  • Seyed Emad Hosseini

Department of Sport Management and Media, Faculty of Sport Sciences and Health, Shahid Beheshti University, Tehran, Iran

چکیده [English]

Introduction: The sports industry has become one of the platforms for technology adoption in the modern era due to the emergence of technology in various forms in industries. The present study examined the application of the technology acceptance model by identifying the variables influencing the intention to use augmented reality shopping apps among sports product customers.           
Methods: This research belonged to the category of correlation-type descriptive research. Sampling was available and selected from students of Shahid Beheshti University who had prior experience utilizing augmented reality shopping apps. The measurement tool comprised an attitude questionnaire, perceived value, and intention to use, perceived usefulness and perceived ease of use. Utilizing structural equation modeling in PLS4 software, the data was analyzed to determine the direct and indirect effectiveness of the variables.
 Results: The findings indicated that consumers' attitudes are influenced by perceived ease of use and perceived usefulness. Ultimately, the shift in consumers' attitudes results in their intention to use augmented reality shopping technology. It should be mentioned that perceived value acts as a mediator to faccilate this path.                                                                                                                   
Conclusion: For Iranian businesses, particularly sports, research and development companies should develop augmented reality platforms and consistently streamline the user experience. Promoting the use of augmented reality shopping programs not only can retain existing consumers but also attract more potential consumers. 
                                                                                       

کلیدواژه‌ها [English]

  • Augmented Reality
  • Sports Products
  • Perceived Value
  • Perceived Usefulness
  • Technology Acceptance Model
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نشریه مدیریت ورزشی
دوره 17، شماره 3
مهر 1404
صفحه 125-107
فایل ها
سابقه مقاله
  • تاریخ دریافت: 01 بهمن 1402
  • تاریخ بازنگری: 04 تیر 1403
  • تاریخ پذیرش: 08 اسفند 1402
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