Objective: Augmented reality technology makes it possible to create an interactive and attractive experience for consumers in marketing. This technology can improve customer experience, optimize production processes, and increase sales. Today, the food industry is one of the most profitable industries that can be adapted to new technologies. Therefore, the main goal of this research is to investigate the impact of innovative features and attitudes on the intention to use shopping applications based on augmented reality technology with the mediating role of perceived value.
Method: This research is of applied type and also descriptive-survey in terms of data collection method. The statistical population of this research is the customers of food purchase and restaurant reservation programs, and the sample members in this research using G*Power software were equal to 381 people. The data of the current research was collected using a questionnaire whose face validity and construct validity were confirmed. Finally, SPSS and Smart PLS3 software were used for data analysis.
Results: Based on the results, out of 13 hypotheses proposed in this research, 11 hypotheses (according to the geographical location chosen for the questionnaire) have been confirmed.
Conclusions: The findings of the research showed that attitude has an effect on the perceived value and the intention to use shopping programs based on augmented reality. Hedonic motivation, perceived compatibility, perceived complexity, perceived observability, perceived relative advantage, and perceived usefulness also have an effect on attitude. Also, the perceived value is effective on the intention to use augmented reality-based shopping programs, the amount of use, and the variety of use.