Samira Kalantari - Master of Department of Computer Engineering, School of Engineering, Tehran Azad University, Central Branch, Tehran, Iran

The concept of customer experience has become the best method for adding value and gaining a competitive edge in today's marketplace thanks to the utilization of new business spaces and interactive technologies. This study has looked into how the customer experience can be enhanced by offering a new business model employing cutting-edge interactive technology, given the availability of various processes and business models. A new business model including indicators of the exchange between price and value, privacy control, advertising, interactive content, ease of use, customer satisfaction, and customer willingness to buy was proposed for this goal after researching and studying various business models. A five-point Likert scale questionnaire was then utilized to gather data. The statistical population for this study comprises of Digikala online store customers who have completed one online purchase. From this group, a sample of ۳۸۴ participants was randomly chosen and subjected to a questionnaire whose reliability and validity had been established. Descriptive and inferential statistical techniques, along with the Spss ۱۹ program, were utilized to examine the data. The exchange factors between price and value, interactive content, and ease of use had a greater impact on customer experiences than the parameters of privacy control and advertising, according to the analysis done on the proposed model.

Business model, customer experience, augmented reality, customer satisfaction, customer willingness to buy