Realidade aumentada e varejo inteligente: um estudo sobre a percepção do usuário
DOI:
https://doi.org/10.5585/remark.v22i4.23958Palavras-chave:
Realidade Aumentada, Varejo, Percepção do usuário, Intenção de Compra.Resumo
Objetivo: Analisar o impacto do uso de realidade aumentada na experiência de compra do usuário em dispositivos móveis.
Metodologia: A partir do Technology Acceptance Model (TAM), adaptado por Castro (2020), utilizou-se o aplicativo CoralVisualizer para aplicações de realidade aumentada. Sendo desenvolvida uma Modelagem de Equações Estruturais (SEM) com o uso do software SmartPLS 4®. Assim, foram aplicados questionários de forma online e presencial, com uma amostra de 190 respondentes.
Relevância/originalidade: Uma abordagem cada vez mais reconhecida como tendo potencial para permitir o varejo inteligente são os aplicativos de realidade aumentada. Sendo assim, este estudo aborda lacunas de pesquisas que visam diferenciar os processos de criação de valor de realidade aumentada de outras tecnologias de processo interativo, em especial no setor de construção civil, a partir de análise multivariada de dados.
Resultados: Os resultados obtidos mostram que os consumidores ficam mais satisfeitos, confiantes e têm certeza em sua escolha de produto quando experimentam um produto virtual usando RA, além de ficarem mais felizes e relaxados durante o uso dessa tecnologia. Sendo o aspecto cognitivo da escolha a consideração mais dominante para os consumidores.
Contribuições teóricas/metodológicas: a relevância teórica está no avanço do uso do TAM adaptado para tecnologias de realidade aumentada, colocando-se como um modelo de avaliação da experiência de consumidores. A relevância metodológica encontra-se nos testes estatísticos realizados para análise das hipóteses de uso de novas tecnologias ainda pouco exploradas no varejo.
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