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O impacto das tecnologias de realidade aumentada e virtual (realidade mista) na decisão de compra
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A presente investigação teve como principal objetivo analisar o impacto das tecnologias de Realidade Aumentada (RA) e Realidade Virtual (RV) na decisão de compra do consumidor no setor automóvel, sendo estas tecnologias mencionadas como Realidade Mista (RM). Através da adaptação e alargamento do Modelo de Aceitação da Tecnologia (TAM), foram integradas variáveis externas como a Autoeficácia, Inovação Pessoal, Conhecimento Tecnológico e as dimensões da Experiência (Estética, Ação e Emocional). Foi ainda testado o efeito moderador do Conhecimento Tecnológico na relação entre Atitude e Intenção de Uso.
A metodologia seguiu uma abordagem quantitativa, tendo sido recolhidas 195 respostas válidas a partir de um questionário online decorrente de uma amostra de inquiridos portugueses. Os dados foram analisados através de estatística descritiva, análise fatorial exploratória, testes de fiabilidade, análise de correlação, regressões lineares e avaliação da validade discriminante.
Os resultados confirmam que a Atitude, a Utilidade Percebida, a Autoeficácia e o Conhecimento Tecnológico são preditores significativos da Intenção de Uso das tecnologias RM. A Facilidade de Utilização Percebida não apresentou efeitos significativos, sugerindo que os utilizadores valorizam mais a funcionalidade do que a simplicidade. As dimensões experienciais não demonstraram impacto direto na intenção de uso, o que poderá refletir um processo de decisão de compra mais racional. O Conhecimento Tecnológico revelou-se um moderador relevante, potenciando o efeito da Atitude na Intenção de Uso.
Uma limitação relevante refere-se ao facto de o questionário se basear em perceções subjetivas dos participantes, não implicando necessariamente experiência prática com tecnologias RM. Esta abordagem pode ter condicionado a qualidade das respostas, introduzindo um potencial viés de perceção.
A investigação contribui para o aprofundamento teórico sobre a aceitação de tecnologias imersivas e oferece implicações práticas para o setor automóvel, nomeadamente no desenho de experiências digitais focadas na utilidade percebida.
This research aimed to examine the impact of Augmented Reality (RA) and Virtual Reality (RV) technologies on consumer purchase decisions in the automotive sector, these technologies being referred to as Mixed Reality (RM). By adapting and extending the Technology Acceptance Model (TAM), the study incorporated external variables such as Self-Efficacy, Personal Innovativeness, Technological Knowledge, and the dimensions of Experience (Aesthetic, Action, and Emotional). The moderating effect of Technological Knowledge on the relationship between Attitude and Intention to Use was also tested. The methodology followed a quantitative approach, with 195 valid responses collected through an online questionnaire based on a sample of Portuguese respondents. The data were analysed using descriptive statistics, exploratory factor analysis, reliability tests, correlation analysis, linear regressions, and assessment of discriminant validity. The findings confirm that Attitude, Perceived Usefulness, Self-Efficacy, and Technological Knowledge are significant predictors of the Intention to Use RA/RV technologies. Perceived Ease of Use did not show significant effects, suggesting that users place greater importance on functionality than on simplicity. The experiential dimensions did not exhibit a direct impact on usage intention, which may reflect a more rational decision-making process in the automotive context. Technological Knowledge emerged as a relevant moderator, strengthening the influence of Attitude on Intention to Use. A relevant limitation lies in the fact that the questionnaire relied on consumers’ subjective perceptions of the use of RA technologies, without them necessarily having had direct or practical experience with such technologies. This approach may have affected the quality of the responses, introducing a potential perception bias. This research contributes to the theoretical understanding of immersive technology adoption and offers practical implications for the automotive industry, particularly in designing digital experiences focused on perceived usefulness.
This research aimed to examine the impact of Augmented Reality (RA) and Virtual Reality (RV) technologies on consumer purchase decisions in the automotive sector, these technologies being referred to as Mixed Reality (RM). By adapting and extending the Technology Acceptance Model (TAM), the study incorporated external variables such as Self-Efficacy, Personal Innovativeness, Technological Knowledge, and the dimensions of Experience (Aesthetic, Action, and Emotional). The moderating effect of Technological Knowledge on the relationship between Attitude and Intention to Use was also tested. The methodology followed a quantitative approach, with 195 valid responses collected through an online questionnaire based on a sample of Portuguese respondents. The data were analysed using descriptive statistics, exploratory factor analysis, reliability tests, correlation analysis, linear regressions, and assessment of discriminant validity. The findings confirm that Attitude, Perceived Usefulness, Self-Efficacy, and Technological Knowledge are significant predictors of the Intention to Use RA/RV technologies. Perceived Ease of Use did not show significant effects, suggesting that users place greater importance on functionality than on simplicity. The experiential dimensions did not exhibit a direct impact on usage intention, which may reflect a more rational decision-making process in the automotive context. Technological Knowledge emerged as a relevant moderator, strengthening the influence of Attitude on Intention to Use. A relevant limitation lies in the fact that the questionnaire relied on consumers’ subjective perceptions of the use of RA technologies, without them necessarily having had direct or practical experience with such technologies. This approach may have affected the quality of the responses, introducing a potential perception bias. This research contributes to the theoretical understanding of immersive technology adoption and offers practical implications for the automotive industry, particularly in designing digital experiences focused on perceived usefulness.
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Realidade aumentada Realidade virtual Realidade mista Decisão de compra Setor automóvel Augmented Reality Virtual Reality Mixed Reality Purchase Decision Automotive industry