The Impact of Psychological Mechanisms on Brand Love and Information Technology Identity through Self-Referencing (Case Study: DJ Kala Online Store, Arak City)

With the advent of Internet businesses, many doors were opened for employment and economic empowerment, and consequently, many stores and retail brands began to offer online sales services. Creating brand love in Internet customers and consumers can lead to maintaining and loyalty to the brand, and therefore the advancement of technology, facilities such as simulation of use and virtual product pro using augmented reality technology available to online retail brands, to attract customers and retain Consumers put. The present study aims to study the field of online retail and the category of creating brand love through new reality technology. Data were collected by a questionnaire from a sample of 216 consumers and online shoppers in the city of Arak in 1399. The hypotheses of the present study were analyzed using structural equations and all hypotheses were confirmed. Findings show that psychological mechanisms have a positive effect on brand love and virtual identity through self-referral.