De la Confianza a la Compra: Experiencia Omnicanal, Confianza de Marca e Intención de Compra
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Abstract
This article aims to explore how the omnichannel consumer experience affects brand trust and purchase intentions in the film industry. The research method consisted of a questionnaire administered to 204 respondents with experience in omnichannel cinema purchases, evaluating five dimensions of the omnichannel experience: connectivity, consistency, personalization, integration, and flexibility. The results indicate that connectivity (H1), consistency (H3), and personalization (H5) positively influence brand trust, which in turn significantly impacts purchase intentions (H7). The dimensions of integration and flexibility did not show significant predictive capability and were therefore not validated. The findings reveal that brand trust is key to linking omnichannel experience with purchase intentions. Limitations include the study being focused on a single sector, which affects generalizability. The originality of this study lies in providing new insights into the omnichannel experience in a rarely explored service industry, offering a guide for effective marketing strategies.
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