Maestría en Mercadeo · 2026

Motivadores e inhibidores para plataformas digitales en sector automotriz

Advances in digitalization technologies have brought about progressive changes in how customers interact with brands and their various touch points. These dynamics are not foreign to sectors that, due to the nature of their products and services, developed predominantly face-to-face models, such as the automotive industry. Customer adoption of digital platforms in purchasing decisions involving a high level of involvement is not uniform and requires effort from the brands that implement them. When a consumption decision involves a significant financial investment and a high symbolic value, tensions arise related to trust, perceived risk, and the need for physical validation of the product. These tensions directly influence how customers use the available digital platforms during their decision-making process. The purpose of this research is to understand the factors that influence the interaction between customers and digital platforms in the automotive sector. The focus was not only on identifying facilitating elements but also on recognizing those aspects that act as inhibitors within the process. Regarding the methodological approach, the study was developed with an exploratory and analytical focus. Data collection was carried out through semi-structured in-depth interviews with twelve individuals with varying levels of digital experience and different degrees of involvement with the automotive industry. These differences allowed for the exploration of diverse perceptions, practices, and specificities regarding the use of digital platforms. During the analysis, it was necessary to organize the findings according to predefined categories and through analytical matrices, which allowed for the coding of information and the comparison between comments and responses. This coding was done taking into account that not all interviewees addressed the topics with the same level of depth and understanding that the interpretation of the data required considering the heterogeneity of their experiences. It became evident that interaction with digital platforms in the automotive sector cannot be explained solely by the interviewees' level of technological familiarity: the management of perceived risk and the need for cognitive control emerged as central elements within the decision-making process. The results suggest that trust is not built immediately, but rather develops gradually throughout the customer journey. In this study, digital platforms were primarily conceived as support tools for exploring alternatives, comparing options, and reducing pre-purchase uncertainty, rather than as channels geared toward directly closing the transaction. Similarly, the expectation of a hybrid journey was identified, in which the digital environment serves a preparatory function, while the in-person experience becomes relevant as a final validation stage. Among the factors that inhibit digital interaction were the inability to conduct physical product inspections, the lack of clear signals of formality and institutional support, and the perceived complexity associated with information overload. These elements can negatively influence users' willingness to progress within the digital environment. The findings should be interpreted within the qualitative scope of the study. However, the results provide empirical evidence for understanding how digital platforms are used in high-involvement contexts within the automotive sector. This work provides relevant input for the design and development of digital solutions that consider, in an integrated manner, the functional and emotional aspects involved in the user's decision-making process.

Palabras clave

Tesauro de su biblioteca