RT info:eu-repo/semantics/article
T1 The role of omnichannel tendency in digital information processing
A1 Rodríguez Torrico, Paula
A1 San Martín Gutiérrez, Sonia
A1 San José Cabezudo, Rebeca
K1 Omnichannel tendency
K1 Emotions
K1 Experiences
K1 Digital channel
K1 Information processing
K1 Marketing
K1 Tecnología
K1 Technology
AB Purpose – Nowadays some consumers consider themselves as “omnichannels” – they combine both physicaland digital channels expecting a seamless shopping experience – since they view their shopping process from amultiple-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 asutilitarian 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 usedto test the research hypotheses.Findings – The results confirm that emotions positively affect the evaluation of the experiences, which in turnimproves the attitude towards the digital store. Focusing on the differences among consumers, the findingsshow that for consumers with low omni-tendency the emotions are key to improve the evaluation of theirexperiences. Moreover, regarding the attitude, consumers with more omni-tendency follow the central route toprocess 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 thestudy 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 contextconfirming, specifically the applicability of ELM into the omnichannel context. This offers support to theapplication 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-tendencyand emotions– to explain the information processing in the digital context.
PB Emerald
SN 1468-4527
YR 2020
FD 2020-10
LK http://hdl.handle.net/10259/5649
UL http://hdl.handle.net/10259/5649
LA eng
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024