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

Authors

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

Keywords:

physical store, smartphone, mobile augmented reality, shopping journey, CAN model, mobile-assisted showroomers

Abstract

From a technological perspective, the COVID-19 crisis has impacted retail in two ways: (a) it has accelerated the digital transformation of physical retail with the incorporation of interactive technologies such as mobile augmented reality (MAR); and (b) it has transformed the shopping journey for customers, especially mobile-assisted showroomer (MAS) customers. With the aim of jointly examining the technology of the MAS customer (smartphone) and the technology of the store (MAR), a Cognitive-Affective-Normative theoretical model is proposed and contrasted on a sample of 805 MAS to explain their intention to use in-store MAR considering the moderating role of gender. The results show that the «performance expectancy» is revealed as the highest antecedent for both groups, although there is a moderating effect of gender given the greater explanatory and predictive capacity of the MAS men model (R² = 56.1 %) compared to the model of MAS women (R² = 51.3 %). Surprisingly, the «effort expectancy» is decisive in the assessment of MAS men, when in the literature it has been related to women. The «social influence» is revealed as the second factor in the antecedents of the female segment. These results have theoretical implications in the field of modeling and practical implications for reactivating the physical retail sector.

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