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dc.contributor.authorRodríguez Torrico, Paula 
dc.contributor.authorSan José Cabezudo, Rebeca
dc.contributor.authorSan Martín Gutiérrez, Sonia 
dc.contributor.authorTrabold Apadula, Lauren
dc.date.accessioned2022-05-03T10:32:46Z
dc.date.available2022-05-03T10:32:46Z
dc.date.issued2021-11
dc.identifier.issn2040-7122
dc.identifier.urihttp://hdl.handle.net/10259/6632
dc.description.abstractPurpose: 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.en
dc.description.sponsorshipJunta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project reference ECO2017- 86628-P].es
dc.format.mimetypeapplication/pdf
dc.language.isoenges
dc.publisherEmeraldes
dc.relation.ispartofJournal of Research in Interactive Marketing. 2021es
dc.rightsAtribución-NoComercial 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc/4.0/*
dc.subjectOmnichannel marketingen
dc.subjectSeamlessen
dc.subjectFlow stateen
dc.subjectWord-of-mouthen
dc.subjectConsumeren
dc.subjectEnvironmenten
dc.subject.otherComercioes
dc.subject.otherCommerceen
dc.subject.otherMarketinges
dc.titleLet it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketingen
dc.typeinfo:eu-repo/semantics/articlees
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.relation.publisherversionhttps://doi.org/10.1108/JRIM-06-2021-0154es
dc.identifier.doi10.1108/JRIM-06-2021-0154
dc.relation.projectIDinfo: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
dc.relation.projectIDinfo:eu-repo/grantAgreement/Junta de Castilla y León//VA085G18
dc.journal.titleJournal of Research in Interactive Marketinges
dc.type.hasVersioninfo:eu-repo/semantics/acceptedVersiones


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