Browsing by Author "Chantre Vizcaino, Laura Alejandra"
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Item La realidad aumentada como herramienta para mejorar la percepción de valor en el consumidor(Universidad Santiago de Cali, 2021) Chantre Vizcaino, Laura Alejandra; Gomez Guerrero, Sergio Erick; Botina Benitez, Jeisson Stiven; Buitrago Muñoz, José Darío (Director)Introduction: Augmented reality (AR) is a technology consisting of superimposing digital information in the real environment, in real time, this information usually consists of designs, markers or other information, generated through various devices, among which are smartphones and tablets, although they can also be run online. AR can be used by companies to give consumers the opportunity to obtain more information about the product or to interact with it before the purchase of the same, with which it is possible to generate in the client a greater commitment to the brand. Objective: To know how AR helps to increase the perception of value in the consumer. Methodology: Bibliographic review of Dialnet databases. ScienceDirect and Google Scholar. Results: AR focuses mainly on generating emotions to stimulate the senses of consumers to achieve a greater commitment of these with the brand, above all, with the immersive feature of AR that allows the user to live a unique shopping or consumption experience through transporting it to a "new world". In Latin America this technology is still very incipient and there are few cases of development of AR applications. Conclusions: AR is a very promising technology and has already shown what can be achieved with its application in all areas of daily life. Its immersive feature, when well applied, allows to guarantee a true commitment of the client with the brand, as well as a greater satisfaction and continuous intention of this technology in the user.