La realidad aumentada como llave para abrir la tienda física al "mobile-assisted showroomer": ¿presente o futuro del "retail"?

María Alesanco-Llorente; Jorge Pelegrín-Borondo; Eva Reinares-Lara; Cristina Olarte-Pascual

doi:10.51302/marketing.2021.802

Autores/as

María Alesanco-Llorente Profesora contratada predoctoral. Universidad de La Rioja (España) https://orcid.org/0000-0001-9142-1203
Jorge Pelegrín-Borondo Profesor titular. Universidad de La Rioja (España) https://orcid.org/0000-0003-2720-1788
Eva Reinares-Lara Profesora titular. Universidad Rey Juan Carlos (España) https://orcid.org/0000-0002-5320-9268
Cristina Olarte-Pascual Profesora titular. Área de Comercialización de Mercados. Universidad de La Rioja (España) https://orcid.org/0000-0002-9853-0266

DOI:

https://doi.org/10.51302/marketing.2021.802

Palabras clave:

tienda física, teléfono móvil, realidad aumentada móvil, proceso de compra, modelo CAN, consumidor asistido por teléfono móvil

Resumen

Este trabajo ha obtenido un accésit del Premio Estudios Financieros 2021 en la modalidad de Marketing y Publicidad.

Desde la perspectiva tecnológica, la crisis covid-19 ha supuesto para el retail: (a) la aceleración de la transformación digital del comercio físico con la incorporación de tecnologías interactivas, como la realidad aumentada móvil (RAM), y (b) la transformación del shopping journey de sus clientes, en particular, los mobile-assisted showroomers (MAS). Con el objetivo de examinar de manera conjunta la tecnología del cliente MAS (smartphone) y la tecnología de la tienda (RAM), se propone y contrasta un modelo teórico cognitivo-afectivo-normativo sobre una muestra de 805 consumidores MAS que explique su intención de uso de la RAM in-store, considerando el papel moderador del género. Los resultados muestran que la «expectativa de rendimiento» se revela como el mayor antecedente para ambos grupos, aunque existe un efecto moderador del género, dada la mayor capacidad explicativa y predictiva del modelo de hombres MAS (R² = 56,1 %) frente al modelo de mujeres MAS (R² = 51,3 %). Sorprendentemente, el «esfuerzo esperado» es determinante en la valoración de los hombres MAS, cuando en la literatura ha sido relacionado con las mujeres. La «influencia social» se revela como el segundo factor en los antecedentes del segmento femenino. Estos resultados tienen implicaciones teóricas en el ámbito de la modelización e implicaciones prácticas para reactivar el sector del retail físico.

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Citas

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