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O impacto da realidade aumentada nas lojas físicas
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Orientador(es)
Resumo(s)
As novas tecnologias digitais, designadamente a tecnologia de realidade aumentada começa atualmente a ganhar importância crescente nos nossos dias, sendo cada vez mais adotada pelas marcas. Com o claro aumento da procura de experiências exclusivas e inovadoras, por parte dos consumidores, um dos desafios atuais do comércio de retalho consiste em compreender de que forma a utilização desta tecnologia tem impacto na experiência de consumo e, por consequência, na satisfação dos consumidores. Assim, a presente dissertação procura estudar: (1) pretende aferir como os consumidores avaliam e percecionam as novas tecnologias, nomeadamente de realidade aumentada, (2) estudar o impacto das características desta tecnologia na experiência de consumo, (3) entender a associação direta entre esta nova experiência com a satisfação do consumidor.
O estudo foi conduzido através de uma abordagem quantitativa e utiliza um inquérito por questionário online como método de recolha de dados, através do qual se obteve um total de 214 respostas válidas. A análise de dados foi realizada com recurso ao software IBM SPSS Statistics e PSL-SEM.
Os resultados obtidos permitem concluir que a integração da realidade aumentada nas lojas físicas promove uma melhor experiência, nomeadamente em termos de: personalização, interação e entretenimento. Por sua vez, esta associação tem impactos positivos na satisfação do consumidor.
A nível académico o presente estudo procura aprofundar o conhecimento sobre a relação entre os três conceitos estudados: tecnologia de realidade aumentada, experiência de compra e satisfação do consumidor. A nível empresarial pretende fornecer insights importantes a gestores e profissionais de marketing de modo a que estes possam adaptar as suas estratégias às novas exigências dos consumidores e lançar alertas sobre os mesmos acerca da importância da adaptação do retalho físico a um ambiente mais integrado com o mundo digital.
New digital technologies, particularly augmented reality technology, are beginning to gain increasing importance in our days, being more and more adopted by brands. With the clear increase in the demand for exclusive and innovative experiences from consumers, one of the current challenges in retail is to understand how the use of this technology impacts the consumer experience and, consequently, consumer satisfaction. Thus, this dissertation seeks to study: (1) it aims to assess how consumers evaluate and perceive new technologies, particularly augmented reality, (2) study the impact of the characteristics of this technology on the experience, (3) the association between experience and satisfaction. The study was conducted using a quantitative approach and employs an online questionnaire survey as the data collection method, through which a total of 214 valid responses were obtained. The data analysis was conducted using IBM SPSS Statistics software and PSL-SEM. The results obtained allow us to conclude that the integration of augmented reality in physical stores promotes a better experience, particularly in terms of: personalization, interaction, and entertainment. In turn, this association has positive impacts on consumer satisfaction. At an academic level, the present study seeks to deepen the inderstanding of the relationship between the three concepts studied: augmented reality technology, shopping experience, and satisfaction. At the business level, it aims to provide important insights to managers and marketing professionals so that they can adapt their strategies to the new demands of consumers and raise awareness among them about the importance of adapting physical retail to a more integrated environment with the digital worl.
New digital technologies, particularly augmented reality technology, are beginning to gain increasing importance in our days, being more and more adopted by brands. With the clear increase in the demand for exclusive and innovative experiences from consumers, one of the current challenges in retail is to understand how the use of this technology impacts the consumer experience and, consequently, consumer satisfaction. Thus, this dissertation seeks to study: (1) it aims to assess how consumers evaluate and perceive new technologies, particularly augmented reality, (2) study the impact of the characteristics of this technology on the experience, (3) the association between experience and satisfaction. The study was conducted using a quantitative approach and employs an online questionnaire survey as the data collection method, through which a total of 214 valid responses were obtained. The data analysis was conducted using IBM SPSS Statistics software and PSL-SEM. The results obtained allow us to conclude that the integration of augmented reality in physical stores promotes a better experience, particularly in terms of: personalization, interaction, and entertainment. In turn, this association has positive impacts on consumer satisfaction. At an academic level, the present study seeks to deepen the inderstanding of the relationship between the three concepts studied: augmented reality technology, shopping experience, and satisfaction. At the business level, it aims to provide important insights to managers and marketing professionals so that they can adapt their strategies to the new demands of consumers and raise awareness among them about the importance of adapting physical retail to a more integrated environment with the digital worl.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Novas tecnologias Realidade Aumentada Experiência do Consumidor Satisfação New technologies Augmented Reality Consumer Experience Satisfaction
Contexto Educativo
Citação
Carreira, Maria do Carmo Frazão Domingues (2024). “O impacto da realidade aumentada nas lojas físicas”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão