RT info:eu-repo/semantics/article
T1 Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior
A1 Rodriguez Torrico, Paula
A1 San José Cabezudo, Rebeca
A1 San Martín Gutíerrez, Sonia
K1 Omnichannel
K1 Impulsiveness
K1 Need for touch
K1 Mobile devices
AB In the past, consumers used to go to brick-and-mortar stores togather information and often concluded their shopping there, with thephysical store probably being one of their few sources of productinformation. Nowadays, with the arrival of digital devices, the number ofsources of information has grown. Consumers tend to combine these withbrick-and-mortar establishments both to search and buy, leading to theemergence of omnichannel behavior. In this context, there is a lack ofresearch which considers online and mobile devices separately. The aim ofthe present study is to analyze how two individual traits -impulsivenessand need for touch- influence the use of each device in the omnichanneldecision-making process. Results from a sample of 284 real digital(online and/or mobile) shoppers of clothes confirm that personal traitsinfluence omnichannel consumer behavior. Results show that impulsiveshoppers make greater use of mobile devices whereas individuals with highneed for touch are more predisposed to use online devices in theiromnichannel process. Besides, the effect of individual demographics istaken into account. Finally, we discuss the paper's contributions andoutline the actions which managers can engage in so as to succeed inomnichannel retail.
PB Elsevier Editorial System
YR 2017
FD 2017
LK http://uvadoc.uva.es/handle/10324/22902
UL http://uvadoc.uva.es/handle/10324/22902
LA eng
NO Computers in Human Behavior 68 (2017) 465-471
DS UVaDOC
RD 25-abr-2024