Augmented Reality in Fashion Retail: Enhancing Consumer Decision-Making and Engagement

Sankalp Dandawate; Palak  Khanna; Amol  Gawande; Atul  Kumar; Stuti  Shukla

doi:10.32870/myn.vi56.7867

Autores/as

Sankalp Dandawate Dr. D. Y. Patil B-School https://orcid.org/0009-0008-7255-3452
Palak Khanna Dr. D. Y. Patil B-School https://orcid.org/0009-0009-3714-217X
Amol Gawande Dr. D. Y. Patil B-School https://orcid.org/0000-0001-6430-5688
Atul Kumar Dr. D. Y. Patil B-School https://orcid.org/0000-0003-3859-0686
Stuti Shukla Dr. D. Y. Patil B-School https://orcid.org/0000-0002-1146-421X

DOI:

https://doi.org/10.32870/myn.vi56.7867

Palabras clave:

industria de la moda, Realidad aumentada (AR), toma de decisiones del consumidor, , marketing digital, participación del consumidor

Resumen

El presente estudio investigó el impacto de la Realidad Aumentada (RA) en los consumidores de la industria de la moda, examinando el papel de las estrategias de RA en la rutina de compra en India, investigando el impacto de las tecnologías de RA en la población digital y explorando los factores asociados a la decisión de compra. Además, se ilustra el impacto de la RA en la interacción del consumidor. Se aplicó un enfoque de investigación con metodología cuantitativa y se recopilaron datos de 200 consumidores mediante una técnica de muestreo intencional con la ayuda de un cuestionario estructurado. Los datos cuantitativos se analizaron con el paquete SPSS versión 23 mediante análisis de ANOVA, frecuencia y correlación. Los resultados del estudio revelaron que los beneficios percibidos de la RA, la probable autenticidad y las tasas de retorno, influyen en las estrategias de toma de decisiones del consumidor. Además, se identificaron los determinantes para influir eficazmente en la decisión del comprador. El estudio de investigación sugiere que las marcas deberían adoptar estrategias de RA para integrarse con los valores y preferencias de los consumidores y fomentar una conexión sostenible. En general, el estudio recomienda la implementación efectiva de tecnologías de RA para brindar experiencias de compra mejoradas mediante la integración del entorno físico y el sistema digital.

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