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El papel de la tecnología en una tienda de moda en un entorno omnicanal

Author

Listed:
  • Ana Mosquera
  • Emma Juaneda-Ayensa
  • Cristina Olarte-Pascual
  • Yolanda Sierra-Murillo

Abstract

El nuevo entorno omnicanal persigue ofrecer una experiencia de compra holística gracias a la integración de los canales online y offline, y para ello la introducción de la tecnología en la tienda física es un elemento clave. El objetivo de esta investigación es conocer cómo afecta el uso de diferentes tecnologías dentro de una tienda física de moda a la intención de compra. Para ello se ha desarrollado un modelo original, el cual ha sido testado con 628 clientes omnicanal. Los resultados muestran que la incorporación de tecnologías interactivas en la tienda física influye positivamente en la intención de compra.

Suggested Citation

  • Ana Mosquera & Emma Juaneda-Ayensa & Cristina Olarte-Pascual & Yolanda Sierra-Murillo, 2017. "El papel de la tecnología en una tienda de moda en un entorno omnicanal," DOCFRADIS Working Papers 1704, Catedra Fundación Ramón Areces de Distribución Comercial, revised May 2017.
    • Handle: RePEc:ovr:docfra:1704
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    More about this item

    Keywords

    Tecnología interactiva; comercio omnicanal; intención de compra; cliente omnicanal; moda.;
    All these keywords.

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