EL IMPACTO DE LAS DIMENSIONES AFECTIVAS DE LA CONFIANZA Y EL RIESGO EN LA CONVERSIÓN DE LEADS EN EL ENTORNO WEB: VALIDACIÓN DE MODELOS DE MEDICIÓN EMOCIONAL POR RESPUESTA IMPLÍCITA EN EL ENTORNO ONLINE
DOI:
https://doi.org/10.47820/recima21.v6i4.6346Palabras clave:
Neuro Diseño, Confianza emocional-Riesgo afectivo, Embudo de ventas, Página de destino, Diseño WebResumen
El objetivo de este estudio es investigar cómo estos problemas emocionales relacionados con la confianza y los elementos locos del neurodiseño pueden afectar la conversión de visitantes en clientes potenciales en una página de destino. La idea central es comprender cómo la respuesta emocional relacionada a las decisiones tomadas por los individuos en el entorno web impacta en un mejor desempeño en las etapas iniciales del embudo de ventas. La metodología utilizada en este artículo se realizó en tres fases, un levantamiento bibliográfico, con una investigación exploratoria en campo, así, en la primera fase de la investigación se buscó identificar las diferencias en la tasa de conversión en una prueba A/B. En la segunda etapa se llevó a cabo la investigación, siguiendo los preceptos de dos conceptos de medición de respuesta implícita – IAT, adaptando los constructos investigados, recolectando datos para revelar la muestra principal y, posteriormente, poder compararla con la alternativa. grupo para las hipótesis del estudio. Los resultados obtenidos indican que no existe sensación de conexión entre la respuesta emocional a la confianza y al riesgo y las conversaciones, predominando las diferencias en el perfil emocional. Las aportaciones incluyen las bases de análisis de la respuesta emocional aplicables al entorno web con grandes posibilidades de aplicación.
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