2024-03-29T15:27:24Zhttps://riubu.ubu.es/oai/requestoai:riubu.ubu.es:10259/66322022-07-28T11:09:49Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732
Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
Rodríguez Torrico, Paula
San José Cabezudo, Rebeca
San Martín Gutiérrez, Sonia
Trabold Apadula, Lauren
Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
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.
2022-05-03
2022-05-03
2021-11
info:eu-repo/semantics/article
2040-7122
http://hdl.handle.net/10259/6632
10.1108/JRIM-06-2021-0154
eng
Journal of Research in Interactive Marketing. 2021
https://doi.org/10.1108/JRIM-06-2021-0154
info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/ECO2017-86628-P/ES/DINAMICAS INNOVADORAS COLABORATIVAS EN LA GESTION DE PRODUCTOS Y SERVICIOS
info:eu-repo/grantAgreement/Junta de Castilla y León//VA085G18
http://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
Atribución-NoComercial 4.0 Internacional
Emerald