La tecnología potencia las emociones: Cómo la tecnología AR desencadena el comportamiento de compra y difusión de los
Yi Sheng1, Jiajia Zhao1, Euitay Jung2
1Department of Communication Design, College of Design, Graduate School of Hanyang University, Seoul 04763, Republic of Korea.
Behavioral sciences (Basel, Switzerland)
|January 28, 2026
Resumen
La tecnología de realidad aumentada (AR) impulsa significativamente la participación del consumidor con las marcas de patrimonio cultural inmaterial (ICH). La AR mejora la intención de compra y la percepción de la marca al aprovechar la novedad y la conexión emocional, vitales para el marketing digital.
Área de la Ciencia:
- Marketing Digital; Comportamiento del Consumidor; Estudios del Patrimonio Cultural
Sus antecedentes:
- La tecnología digital de realidad aumentada (AR) está transformando las interacciones marca-consumidor.
- Comprender el impacto de la AR en los productos de patrimonio cultural inmaterial (ICH) es crucial para las estrategias de marketing modernas.
Objetivo del estudio:
- Investigar la influencia de la tecnología AR en el comportamiento del consumidor y la comunicación de marca para productos de ICH.
- Integrar el Modelo de Aceptación de la Tecnología (TAM) y la Teoría Unificada de Aceptación y Uso de la Tecnología 2 (UTAUT2) para desarrollar un modelo de investigación.
Principales métodos:
- Estudio cuantitativo utilizando muestreo de tiempo-ubicación con 305 consumidores con experiencia en AR en la ciudad de Changsha, provincia de Hunan.
- Análisis de datos realizado con software SPSS y AMOS basado en cuestionarios válidos.
Principales resultados:
- La presencia y novedad de la tecnología AR impactan positivamente las actitudes de los consumidores hacia su uso.
- Las actitudes positivas hacia la AR influyen significativamente en la intención de compra, el intercambio en redes sociales y las actitudes hacia la marca.
- Los factores emocionales y las percepciones del consumidor son impulsores clave en el consumo habilitado por AR.
Conclusiones:
- La tecnología AR es una herramienta eficaz para mejorar la visibilidad e influencia de las marcas de ICH.
- Las estrategias de marketing AR pueden fomentar la protección sostenible del ICH, la popularización y el crecimiento de la industria creativa digital.
- Los factores emocionales y perceptivos son críticos para la adopción exitosa de AR en marketing.
Palabras clave:
tecnología de realidad aumentadacomunicación de marcacogniciónemoción del consumidorpatrimonio cultural inmaterialintención de compraMás Videos Relacionados
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