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Authors
Abstract(s)
O presente estudo explorou o impacto do Content-based Image Retrieval (CBIR) na
experiência de compra de artigos fast-fashion através da aplicação móvel da Zara. O
objetivo principal foi avaliar como o CBIR influencia a intenção de compra, a satisfação
do consumidor e a eficácia na recomendação da busca por produtos, além de comparar
sua usabilidade com métodos de busca tradicionais. Utilizando uma metodologia
quantitativa, foram coletados e analisados dados de 130 respondentes, focando sua
interação com a tecnologia durante a experiência de compra.
Os resultados indicaram que o CBIR melhora significativamente a experiência de compra
online ao proporcionar uma interface intuitiva e personalizada, que facilita a busca por
produtos através da aplicação. A tecnologia demonstrou aumentar a satisfação do
consumidor, fortalecendo a intenção de compra e a confiança nas decisões de compra.
Além disso, a vantagem percebida e o controlo percebido foram destacados como fatores
que contribuem para a preferência do consumidor pela utilização do CBIR em
comparação com métodos de busca baseados por descrição.
Este estudo contribui para o modelo de negócio de fast-fashion online ao demonstrar a
importância de integrar novas tecnologias, como o CBIR, num modelo de negócio
caracterizado pela necessidade de inovação constante e resposta rápida às tendências de
consumo. As implicações práticas são claras: a adoção do CBIR pode não apenas
melhorar a eficiência das operações de mobile commerce, mas também elevar a
experiência do utilizador, potencializando o envolvimento e a fidelização do cliente.
Futuras pesquisas poderiam explorar a aplicação do CBIR em diferentes plataformas e
segmentos de mercado, bem como sua integração com outras tecnologias emergentes,
como a inteligência artificial e a realidade aumentada, para enriquecer ainda mais a
experiência de compra online.
The present study explored the impact of Content-Based Image Retrieval (CBIR) on the shopping experience for fast-fashion items through Zara's mobile application. The main objective was to assess how CBIR influences purchase intention, consumer satisfaction, and the effectiveness of product search recommendations, as well as to compare its usability with traditional search methods. Using a quantitative methodology, data were collected and analyzed from 130 respondents, focusing on their interaction with the technology during the shopping experience. The results indicated that CBIR significantly enhances the online shopping experience by providing an intuitive and personalized interface, which facilitates product search through the application. The technology demonstrated an increase in consumer satisfaction, strengthening purchase intention and confidence in purchase decisions. Moreover, perceived advantage and perceived control were highlighted as factors contributing to consumers' preference for using CBIR compared to description-based search methods. This study contributes to the online fast-fashion business model by demonstrating the importance of integrating new technologies, such as CBIR, into a business model characterized by the need for constant innovation and rapid response to consumer trends. The practical implications are clear: adopting CBIR can not only improve the efficiency of mobile commerce operations but also elevate the user experience, enhancing customer engagement and loyalty. Future research could explore the application of CBIR on different platforms and market segments, as well as its integration with other emerging technologies, such as artificial intelligence and augmented reality, to further enrich the online shopping experience.
The present study explored the impact of Content-Based Image Retrieval (CBIR) on the shopping experience for fast-fashion items through Zara's mobile application. The main objective was to assess how CBIR influences purchase intention, consumer satisfaction, and the effectiveness of product search recommendations, as well as to compare its usability with traditional search methods. Using a quantitative methodology, data were collected and analyzed from 130 respondents, focusing on their interaction with the technology during the shopping experience. The results indicated that CBIR significantly enhances the online shopping experience by providing an intuitive and personalized interface, which facilitates product search through the application. The technology demonstrated an increase in consumer satisfaction, strengthening purchase intention and confidence in purchase decisions. Moreover, perceived advantage and perceived control were highlighted as factors contributing to consumers' preference for using CBIR compared to description-based search methods. This study contributes to the online fast-fashion business model by demonstrating the importance of integrating new technologies, such as CBIR, into a business model characterized by the need for constant innovation and rapid response to consumer trends. The practical implications are clear: adopting CBIR can not only improve the efficiency of mobile commerce operations but also elevate the user experience, enhancing customer engagement and loyalty. Future research could explore the application of CBIR on different platforms and market segments, as well as its integration with other emerging technologies, such as artificial intelligence and augmented reality, to further enrich the online shopping experience.
Description
Keywords
Content-based image retrieval Fast-fashion Mobile commerce Comportamento do consumidor online Experiência de compra Mobile commerce Content-based image retrieval Shopping experience Fast-fashion Online consumer behaviour