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El impacto de los agentes de IA en las decisiones de compra, la satisfacción y la felicidad del consumidor

Author

Listed:
  • Pedro Cuesta-Valiño
  • Sergey Kazakov
  • Patricia Durán-à lamo
  • Pablo Gutiérrez-Rodríguez

Abstract

Este estudio analiza cómo la inteligencia artificial (IA) influye en el comportamiento de compra, satisfacción y felicidad del cliente. Basado en una encuesta a 1.471 participantes en España, revela que la confianza y credibilidad en la IA mejoran la motivación para usarla como vendedor virtual, impactando positivamente las decisiones de compra. Sin embargo, factores como la privacidad, seguridad y diseño UI/UX no resultaron relevantes en la adopción de la IA. Se concluye que la IA tiene un potencial transformador en el comercio minorista, ofreciendo oportunidades para mejorar la experiencia del cliente y revolucionar los servicios de venta al por menor.

Suggested Citation

  • Pedro Cuesta-Valiño & Sergey Kazakov & Patricia Durán-à lamo & Pablo Gutiérrez-Rodríguez, 2025. "El impacto de los agentes de IA en las decisiones de compra, la satisfacción y la felicidad del consumidor," DOCFRADIS Working Papers 2505, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2025.
    • Handle: RePEc:ovr:docfra:2505
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection

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