Consumer experience and emotional responses of consumers of technological items in the city of Tarapoto, 2022

Abstract

This research investigates the relationship between consumer experience and the emotional responses of technology shoppers in Tarapoto, Peru, in 2022. A correlational approach was used with a sample of 384 consumers. The results revealed a positive and significant correlation (r=0.763) between consumer experience and emotional responses. Consumer experience was found to be low (54%), as were emotional responses (53%). Four dimensions of consumer experience were analyzed: sensory, cognitive, lifestyle and interaction. All showed positive correlations with emotional responses, with coefficients ranging from 0.677 to 0.739. The sensory dimension was found to be low (51%), as were cognitive (50%), lifestyle (50%) and interaction (52%). The study concludes that there is a significant relationship between consumer experience and emotional responses in the context of technology purchases in Tarapoto. It is recommended that measures be implemented to improve the consumer experience, including the evaluation of sensory preferences, optimization of the consumer's mental experience, consideration of the customer's lifestyle, and improved interaction with customer service personnel. These actions could lead to more positive emotional responses, increased customer satisfaction and loyalty.