De la Confianza a la Compra: Experiencia Omnicanal, Confianza de Marca e Intención de Compra
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El Este artículo tiene como objetivo explorar cómo la experiencia omnicanal del consumidor afecta la confianza en la marca y las intenciones de compra en la industria cinematográfica. El método de investigación consistió en un cuestionario a 204 encuestados con experiencia en compras omnicanal en cines, evaluando cinco dimensiones de la experiencia omnicanal: conectividad, consistencia, personalización, integración y flexibilidad. Los resultados indican que la conectividad (H1), la consistencia (H3) y la personalización (H5) influyen positivamente en la confianza en la marca, la cual a su vez impacta de forma significativa en las intenciones de compra (H7). Las dimensiones de integración y flexibilidad no mostraron capacidad predictiva significativa, por lo que no se validaron. Los hallazgos revelan que la confianza en la marca es clave para vincular la experiencia omnicanal con las intenciones de compra. Las limitaciones incluyen la investigación centrada en un solo sector, lo cual afecta la generalización. La originalidad de este estudio radica en aportar nuevos conocimientos sobre la experiencia omnicanal en una industria de servicios poco explorada, ofreciendo una guía para estrategias de comercialización efectivas. conectividad, consistencia, personalización, integración y flexibilidad. Los resultados indican que la conectividad, consistencia y personalización predicen eficazmente la confianza en la marca, la cual influye en las intenciones de compra. Las dimensiones de integración y flexibilidad no mostraron una capacidad predictiva significativa. Los hallazgos revelan que la confianza en la marca es clave para vincular la experiencia omnicanal con las intenciones de compra. Las limitaciones incluyen la investigación limitada a un solo sector, afectando la generalización. La originalidad de este estudio radica en aportar nuevos conocimientos sobre la experiencia omnicanal en una industria de servicios rara vez investigada, ofreciendo una guía para estrategias de comercialización efectivas.
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
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