Introduction: Augmented reality is an innovative concept in various industries after the Covid-19 pandemic, by changing the behavior of consumers, it was able to play a significant role in the development of sports businesses. The present study was conducted in order to determine the amount of sales affected by the augmented reality platform in sports stores in Tehran. In the first stage, by examining the effective factors in increasing sales and then the effect of augmented reality technology on each of the components of product identification, perceived pleasure, trust, attitude and purchase intention was discussed.
Research method: This research is one of the descriptive researches of the survey type, which was carried out in the field, according to the practical purpose and in terms of data collection. The statistical population of this research was made up of all sellers of sports products who had work experience or familiarity with augmented reality. Therefore, the statistical sample of the research, 250 people from the sellers of sports products were selected as available. The measurement tools included standard questionnaires of product identification, trust and attitude (Zhang et al., 2021) and perceived pleasure and purchase intention (Hinsch et al., 2020). In order to analyze the data and measure the direct and indirect effectiveness of variables, structural equation modeling was used in pls4 software.
Findings: The studies showed that the sample size is sufficient to generalize the results to the society (0.6 KMO ≥ ). Cronbach's alpha higher than 0.7; The composite reliability index is higher than 0.7 and the average variance is higher than 0.5. The results showed that the effect of augmented reality on product identification (10/12) 0.502, pleasure (15/49) 0.328, trust (18/158) 488 0.0, attitude (11.03) 0.319 and purchase intention (7.53) 0.215 affect the attitude of customers, finally fit indices such as SRMR (0.73) and (1.17) NFI is also at a good level, which shows the good fit of the structural model.
Conclusion: Also, the results showed that augmented reality by better introducing the products by creating a safe, reliable and enjoyable atmosphere and creating a positive attitude in the consumers of sports products and buying them has led to an increase in the sales of sports stores. All the assumptions of this research were confirmed and it showed that augmented reality can have a positive effect on the sales components and by creating an attitude towards its use, consumers will buy. Research and development companies in Iran should develop augmented reality platforms for domestic businesses, especially sports, and continuously simplify the process of using it. Encouraging the use of augmented reality shopping programs can not only retain existing consumers, but also attract more potential online consumers.