2026-04-28T08:56:30Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/56492021-11-02T12:04:58Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Rodríguez Torrico, Paula 9bd6dcc8-2c9e-443a-9887-7ca94f12d6f6 500 San Martín Gutiérrez, Sonia 513 500 San José Cabezudo, Rebeca 6006cfb3-40ef-4e15-ac5c-b3a49c87b723 500 2021-03-16T09:57:12Z 2021-03-16T09:57:12Z 2020-10 1468-4527 http://hdl.handle.net/10259/5649 10.1108/OIR-08-2019-0272 Purpose – Nowadays some consumers consider themselves as “omnichannels” – they combine both physical and digital channels expecting a seamless shopping experience – since they view their shopping process from a multiple-channel viewpoint. Giving that situation, the aim of this paper is to test the role of consumers’ omnichannel tendency (omni-tendency) in the information processing in the digital channel. Design/methodology/approach – Based on the Elaboration Likelihood Model (ELM), emotions as well as utilitarian and hedonic experiences are proposed to understand consumer attitude towards the digital store. Through a survey, data were collected from 284 digital shoppers. PLS path modelling and PLS-MGA were used to test the research hypotheses. Findings – The results confirm that emotions positively affect the evaluation of the experiences, which in turn improves the attitude towards the digital store. Focusing on the differences among consumers, the findings show that for consumers with low omni-tendency the emotions are key to improve the evaluation of their experiences. Moreover, regarding the attitude, consumers with more omni-tendency follow the central route to process the information; and consumers with less omni-tendency follow the peripheral route. Originality/value – This paper contributes to the literature in three ways. First, this research includes the study of omni-tendency, as a consumer trait, in the information processing developed in the digital channel, ignored in the literature. Second, this work contributes to information processing theories in digital context confirming, specifically the applicability of ELM into the omnichannel context. This offers support to the application of traditional theories to explain new phenomena. Third, and in line with the previous contribution, this work goes a step further in understanding ELM theory by including other constructs –the omni-tendency and emotions– to explain the information processing in the digital context. application/pdf eng Emerald Online Information Review. 2020, V. 44, n. 7, p. 1347-1367 https://doi.org/10.1108/OIR-08-2019-0272 Omnichannel tendency Emotions Experiences Digital channel Information processing Marketing Technology Tecnología The role of omnichannel tendency in digital information processing info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion info:eu-repo/semantics/openAccess Online Information Review 44 7 1347 1367 ORIGINAL Rodriguez-oir_2020.pdf Rodriguez-oir_2020.pdf application/pdf 221097 https://riubu.ubu.es/bitstream/10259/5649/1/Rodriguez-oir_2020.pdf 0e61230c5e65664d1629856aa4f0ef0b MD5 1 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/5649/2/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 2 THUMBNAIL Rodriguez-oir_2020.pdf.jpg Rodriguez-oir_2020.pdf.jpg IM Thumbnail image/jpeg 3770 https://riubu.ubu.es/bitstream/10259/5649/3/Rodriguez-oir_2020.pdf.jpg dedd8f59a6cc53672c2404d0b39e37e3 MD5 3 TEXT Rodriguez-oir_2020.pdf.txt Rodriguez-oir_2020.pdf.txt Extracted text text/plain 79288 https://riubu.ubu.es/bitstream/10259/5649/4/Rodriguez-oir_2020.pdf.txt e6ac827a8c5e011fdf0ca606df1322e8 MD5 4 10259/5649 oai:riubu.ubu.es:10259/5649 2021-11-02 13:04:58.626 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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