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    Por favor, use este identificador para citar o enlazar este ítem: http://hdl.handle.net/10259/6632

    Título
    Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
    Autor
    Rodríguez Torrico, PaulaAutoridad UBU Orcid
    San José Cabezudo, Rebeca
    San Martín Gutiérrez, SoniaAutoridad UBU Orcid
    Trabold Apadula, Lauren
    Publicado en
    Journal of Research in Interactive Marketing. 2021
    Editorial
    Emerald
    Fecha de publicación
    2021-11
    ISSN
    2040-7122
    DOI
    10.1108/JRIM-06-2021-0154
    Resumen
    Purpose: Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM). Design/methodology/approach: A controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses. Findings: The results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM. Originality/value: This study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.
    Palabras clave
    Omnichannel marketing
    Seamless
    Flow state
    Word-of-mouth
    Consumer
    Environment
    Materia
    Comercio
    Commerce
    Marketing
    URI
    http://hdl.handle.net/10259/6632
    Versión del editor
    https://doi.org/10.1108/JRIM-06-2021-0154
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    Atribución-NoComercial 4.0 Internacional
    Documento(s) sujeto(s) a una licencia Creative Commons Atribución-NoComercial 4.0 Internacional
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    Nombre:
    Rodriguez-jrim_2021.pdf
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