| dc.description.abstract | This thesis focused on the potential of augmented reality in the fashion retail, which has been poorly researched in Colombia. This time we wanted to show how this technology has been used to deliver brand experiences and show the innovative and technological side of companies when selling and facilitating the purchase of clothing to users, whether or not you can influence purchasing decisions in e-commerces. Likewise, what have been the challenges and limitations for companies that have used augmented reality, those that have developed this technology, as it is expected to be a new channel of communication between customers and companies. The method used to develop this research was mixed type, in which were interviewed developers of augmented reality, companies in the fashion sector that have used this technology and, finally, a questionnaire was carried out to 279 people to know if augmented reality could influence their decision to buy in e-commerce channels, which allowed to show that the ease of use , the realism and the user's ability to deduction when having an application are the features in which everyone agrees must have such an application. In addition, knowing the benefits of augmented reality from a marketing point of view, bearing in mind that it is a digital trend, which encourages future students to conduct similar research. From this research is concluded, among others, that pandemic gave a turn to the retail trade in how much to use more online channels, less use of clothing, payment with QR codes, where augmented reality will be an ally for this type of experiences, although it is an expensive technology, the recommendation is to carry out joint efforts so retail companies can have their own market place or their own applications to give the best user experience. | |
