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Impacto da digitalização na indústria da moda: exploração da extended reality
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| 2.33 MB | Adobe PDF |
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Abstract(s)
Desde o aparecimento das novas tecnologias têm sido verificadas mudanças a nível de mercado e empresas. O consumidor, agora com muito mais informação, tornou-se mais exigente no que toca às suas necessidades e desejos, e as organizações vêem-se obrigadas a implementar novas estratégias que captem a atenção dos mesmos. Apesar de ser ainda um tema em estudo, as tecnologias de Metaverso, nomeadamente a Extended Reality, são vistas como uma oportunidade de expansão e de vantagem competitiva no mercado, mais especificamente, na Indústria da Moda. A Extended Reality, engloba outros três conceitos importantes - Augmented Reality, Virtual Reality e Mixed Reality – e permite a criação de experiências imersivas únicas e memoráveis para os consumidores, interligando o mundo real e o mundo virtual. Do lado das empresas, é permitido um aumento de engagement e a melhoria da experiência de compra oferecida ao consumidor, quer em lojas físicas, como através do e-commerce. O principal objetivo deste estudo passa pela análise do Impacto da Extended Reality na Indústria da Moda, nomeadamente, na Experiência e Intenção de Compra do Consumidor. Para isso, foram formuladas e, posteriormente, testadas 7 hipóteses baseadas em diferentes dimensões. De um modo geral, foram obtidos resultados positivos para o estudo, que vão de encontro à revisão de literatura apresentada em seguida.
Since the emergence of new technologies, changes have been seen in the market and in companies. Consumers, now with much more information, have become more demanding when it comes to their needs and desires, and organizations are forced to implement new strategies to capture their attention. Although it is still a topic under study, Metaverse technologies, namely Extended Reality, are seen as an opportunity for expansion and competitive advantage in the market, particulary, in the Fashion Industry. Extended Reality, which encompasses three other important concepts – Augmented Reality, Virtual Reality and Mixed Reality – allows the creation of unique and memorable immersive experiences for consumers, connecting the real and virtual worlds. On the companies’ side, it allows an increase in engagement and an improvement in the shopping experience offered to consumers, both in physical stores and through e-commerce. The main objective of this study is to analyze the Impact of Extended Reality on the Fashion Industry, namely on Customer Experience and Purchase Intention. To this end, 7 hypotheses based on different dimensions were formulated and, subsequently, tested. Overall, positive results were obtained for the study, which are in line with the literature review presented below.
Since the emergence of new technologies, changes have been seen in the market and in companies. Consumers, now with much more information, have become more demanding when it comes to their needs and desires, and organizations are forced to implement new strategies to capture their attention. Although it is still a topic under study, Metaverse technologies, namely Extended Reality, are seen as an opportunity for expansion and competitive advantage in the market, particulary, in the Fashion Industry. Extended Reality, which encompasses three other important concepts – Augmented Reality, Virtual Reality and Mixed Reality – allows the creation of unique and memorable immersive experiences for consumers, connecting the real and virtual worlds. On the companies’ side, it allows an increase in engagement and an improvement in the shopping experience offered to consumers, both in physical stores and through e-commerce. The main objective of this study is to analyze the Impact of Extended Reality on the Fashion Industry, namely on Customer Experience and Purchase Intention. To this end, 7 hypotheses based on different dimensions were formulated and, subsequently, tested. Overall, positive results were obtained for the study, which are in line with the literature review presented below.
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Keywords
Extended Reality Indústria da Moda Experiência de Compra Intenção de Compra Transformação Digital Relação com o Consumidor e Adoção de Tecnologias