چکیده مقاله
The emergence of novel technologies such as augmented reality AR , virtual reality VR , artificial intelligence AI , and the metaverse has played a significant role in shaping consumer behavior and the future of marketing This study aims to conduct a systematic and comprehensive literature review using a bibliometric approach on citation data related to buyer behavior in AR based technologies Adopting a positivist paradigm allowed the researcher to systematically collect citation data from the Scopus database and preprocess it following the standard PRISMA protocol Ultimately, this study extracted metadata from a substantial body of scholarly articles using well recognized bibliometric tools, including R Studio and VOSviewer The final results of this study primarily revolve around seven main areas: consumer behavior and emotional interactions in augmented reality; innovative retailing and decision making through mixed reality; human studies and experiences in the metaverse and digital realities; artificial intelligence and digital technologies in AR based marketing; immersive technologies and user experience in extended reality XR ; consumer behavior and the digital buying process; and virtual reality and its impact on retailing and technology The article concludes with recommendations for future research, emphasizing underexplored areas with high potential for methodological innovation
کلیدواژهها
نویسندگان
Fahime Mahavarpour
Doctoral student of Business Administration, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
Davood Feiz
Professor, Department of Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
شیوه ارجاع
Mahavarpour, Fahime and Feiz, Davood,1403,Digital Transformation: The Role of Emerging Technologies to the Metaverse Horizon in E-Businesses,The 14th ECDC2025 international e-commerce conference with the approach of artificial intelligence, Internet of Things, business and metaverse,Shiraz
ارائهشده در
مجموعه مقالات چهاردهمین کنفرانس بین المللی تجارت الکترونیک ECDC۲۰۲۵ با رویکرد هوش مصنوعی، اینترنت اشیاء، کسب و کار و متاورس25 بهمن 1403 · شیراز