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

  1. Alesanco-Llorente, María 1
  2. Pelegrín-Borondo, Jorge 2
  3. Reinares-Lara, Eva 3
  4. Olarte-Pascual, Cristina 4
  1. 1 Profesora contratada predoctoral. Universidad de La Rioja (España)
  2. 2 Profesor titular. Universidad de La Rioja (España)
  3. 3 Profesora titular. Universidad Rey Juan Carlos (España)
  4. 4 Profesora titular. Área de Comercialización de Mercados. Universidad de La Rioja (España)
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Journal:
Revista de marketing y publicidad

ISSN: 2659-3904,  2792-405X

Year of publication: 2021

Issue: 4

Pages: 31-60

Type: Article

DOI: 10.51302/MARKETING.2021.802 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista de marketing y publicidad

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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