Realidad aumentada y comportamiento del consumidor: perspectivas para el marketing digital
DOI:
https://doi.org/10.26439/ddee2026.n009.8928Palabras clave:
comportamiento del consumidor, intención de compra, perspectiva del consumidor, realidad aumentada, retail, experiencia de compraResumen
La investigación tiene como propósito analizar la realidad aumentada y el comportamiento del consumidor, con un enfoque en la intención de compra y la satisfacción. El objetivo es comprender cómo la realidad aumentada puede influir en las creencias, actitudes y decisiones de compra de los consumidores en el sector de la moda. Para ello, se adoptó un enfoque cuantitativo y se utilizó un cuestionario validado por expertos en marketing. Cinco expertos fueron contactados para evaluar la claridad, coherencia, suficiencia y relevancia del cuestionario, y se aplicó el índice V de Aiken para cuantificar su validez. Los datos fueron obtenidos a través de una encuesta presencial y virtual aplicada a una muestra de 178 personas pertenecientes a la generación Z y compradoras de moda en línea. Se utilizó el enfoque estadístico PLS-SEM para analizar modelos de ecuaciones estructurales. Se analizaron variables dependientes como la satisfacción y la intención de compra, así como variables independientes —entre ellas, la realidad aumentada—. Los hallazgos de la investigación indican que la experiencia de usuario proporcionada por la realidad aumentada tiene un impacto positivo en la intención de compra de los consumidores. Aquellos que interactúan con productos mediante la realidad aumentada muestran una mayor disposición a comprar que quienes utilizan métodos tradicionales. Se descubrió que la interactividad y la personalización no tienen un impacto significativo en la intención de compra. Sin embargo, se encontró que la satisfacción del cliente está relacionada con el cumplimiento de sus expectativas, lo que a su vez influye en su intención de compra futura.
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