PROBADORES VIRTUALES DE REALIDAD AUMENTADA: DIFERENCIAS GENERACIONALES EN LA ACEPTACIÓN DE LA TECNOLOGÍA: UN ESTUDIO EXPERIMENTAL EN EL CONTEXTO DEL COMERCIO ELECTRÓNICO DE LA MODA BRASILEÑA
DOI:
https://doi.org/10.56238/revgeov16n5-043Palabras clave:
Realidad Aumentada, Tecnologías Inmersivas, ARIT, TAM, Probadores Virtuales, Aceptación Tecnológica, Comercio Minorista de ModaResumen
El comercio electrónico en Brasil ha impulsado la adopción de tecnologías digitales que reducen la incertidumbre y enriquecen la experiencia del consumidor. Entre ellas, la Tecnología de Realidad Aumentada Interactiva (ARIT) se perfila como un recurso prometedor en el comercio minorista de moda. Este estudio analizó la aceptación de la ARIT en las pruebas virtuales de gafas mediante un experimento con 154 participantes, utilizando un Modelo de Aceptación de Tecnología (TAM) extendido y un análisis cualitativo complementario. Los resultados indicaron que los factores hedónicos e informativos ejercieron mayor influencia que las variables utilitarias tradicionales. El placer percibido resultó ser el principal determinante de la actitud y la utilidad, mientras que la informatividad reforzó tanto la percepción de utilidad como la experiencia hedónica. El análisis cualitativo destacó las diferencias generacionales, siendo la Generación Z más receptiva a la interacción digital. Solo un tercio de los participantes había utilizado previamente la ARIT en compras en línea, lo que destaca su carácter emergente en Brasil. Los hallazgos respaldan la relevancia de un TAM adaptado al contexto de la ARIT y señalan implicaciones gerenciales para aumentar las ventas, reducir las devoluciones y promover prácticas sostenibles en el comercio minorista de moda.
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