Background: Today, given the tremendous importance of competition and the creation of a sustainable competitive advantage in order to surpass competitors, the use of new technologies is one of the important solutions in this regard. As mentioned, there are many new technologies for use in increasing interaction and examining consumer behavior, one of which is augmented reality, which is very important today. This technology, by combining the virtual concept with reality (for example, testing glasses on your real face but virtually), provides a broad perspective to consumers and business owners.
Aim: The purpose of this study is to investigate the impact of the features of pleasure and utility on consumer interaction. In other words, this research examines how the technological features of augmented reality, including utility and pleasure, make a significant difference in consumer interaction.
Methodology: This research was conducted using a quantitative method and through experimentation, with a convenient sampling method, in the student community of Persian Gulf University, Bushehr. For this purpose, a questionnaire about 4 applications for testing and one control application was given to the subjects, who were 34 people. Finally, by collecting data through GLMRM analysis (repeated design test) in SPSS software, the data is interpreted.
Conclusions: The findings showed that the presence of the pleasure and usefulness feature has an impact on the difference in consumer interaction. Therefore, compared to the control group, the application that had these features created a better interaction for the consumer. Also, a different experience in interaction was created for the group that was exposed to usefulness and pleasure (high) applications. Also, a different user experience was created for the subjects in pleasure applications. An application that was high in pleasure was able to create a different user experience for the subjects. In the field of understanding augm