RT info:eu-repo/semantics/article
T1 Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
A1 Rodríguez Torrico, Paula
A1 San José Cabezudo, Rebeca
A1 San Martín Gutiérrez, Sonia
A1 Trabold Apadula, Lauren
K1 Omnichannel marketing
K1 Seamless
K1 Flow state
K1 Word-of-mouth
K1 Consumer
K1 Environment
K1 Comercio
K1 Commerce
K1 Marketing
AB 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.
PB Emerald
SN 2040-7122
YR 2021
FD 2021-11
LK http://hdl.handle.net/10259/6632
UL http://hdl.handle.net/10259/6632
LA eng
NO Junta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project reference ECO2017- 86628-P].
DS Repositorio Institucional de la Universidad de Burgos
RD 23-nov-2024