IA para una comunicación eficaz: efectos en la intención de compra y lealtad del consumidor de moda
DOI:
https://doi.org/10.24137/raeic.12.24.9Palabras clave:
inteligencia artificial, comunicación, intención de compra del consumidor, lealtad del consumidor, comercio electrónico, moda, comercio minoristaResumen
El comercio electrónico ha transformado el sector de la moda, impulsando a las empresas a innovar e incorporar elementos de inteligencia artificial (IA) en sus estrategias de comunicación. Este avance ha permitido continuar el estudio de la Teoría de la Lealtad del Consumidor desde una perspectiva más innovadora, identificando conceptos clave como la intención de compra y la lealtad, y relacionándolos con factores cognitivos y afectivos derivados de la comunicación con IA. Se ha identificado la necesidad de estudiar el comercio electrónico mediante una metodología mixta para evaluar el papel determinante de la IA en la intención de compra y la lealtad del consumidor. El primer estudio propone la modelización de una ecuación estructural basada en un cuestionario (471 respuestas). El segundo estudio incluye entrevistas en profundidad (18) a expertos en comercio electrónico de moda. Los resultados destacan una fuerte orientación social y humana en la aplicación de la IA en este sector.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
