2026-07-12T15:52:29Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66322022-07-28T11:09:49Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Repositorio Institucional de la Universidad de Burgos
author
Rodríguez Torrico, Paula
author
San José Cabezudo, Rebeca
author
San Martín Gutiérrez, Sonia
author
Trabold Apadula, Lauren
2022-05-03T10:32:46Z
2022-05-03T10:32:46Z
2021-11
2040-7122
http://hdl.handle.net/10259/6632
10.1108/JRIM-06-2021-0154
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.
eng
Atribución-NoComercial 4.0 Internacional
Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
info:eu-repo/semantics/article
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URL
https://riubu.ubu.es/bitstream/10259/6632/1/Rodriguez-jrim_2021.pdf
File
MD5
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application/pdf
Rodriguez-jrim_2021.pdf