Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing

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.Junta de Castilla y León (Spain) [project reference VA085G18] and the Ministry of Economy, Industry, and Competitiveness (Spain) [project reference ECO2017- 86628-P]

Shifting paradigms for fashion: from total to global to smart consumer experience

This review discusses how consumers, the retail industry, and business strategies contribute to the fashion paradigm shift from Total to Global (TCE) to Smart Consumer Experience (SCE) concepts

The Impact Of Omnichannel Retail On Customer Patronage Intentions: The Role Of Consumer Empowerment, Service Failure, And Customer Satisfaction

The effects of omnichannel integration on customers are examined in this study along with the mediating roles that customer empowerment, customer satisfaction, and service failure perform. Omni-channel retail enables order processing convergence through continuous information exchange, general operations, logistics, and operations with inventory across all channels. To gather information, 160 young Indonesian consumers who have utilized omnichannel-based applications will be questioned.  In order to verify validity, reliability, and hypothesis testing, the data was processed using SMART PLS. The findings show that omnichannel integration increases consumer empowerment and satisfaction, which has a beneficial impact on purchasing intentions.  The customer's intents are positively impacted by the service's failure as well. This study deepens our understanding of how multichannel shopping boosts purchase and patronage intentions by maintaining services across online and physical channels. In addition to the conclusion that customers prefer omnichannel, research on retail literature, customer experience, and e-commerce is demonstrating the ways in which internal consumer states influence consumers' buy intentions

Understanding perceived shopping effectiveness with omnichannel: A MOA theory perspective

Customers’ shopping effectiveness is a critical factor in encouraging customers to stay with the firms, the knowledge regarding how to provide shopping effectiveness in an omnichannel retailing environment remains underexplored. Thus, this study draws on Motivation-Opportunity-Ability theory (MOA) and examines MOA factors affecting customers’ perceived shopping effectiveness, which in turn influences customers’ omnichannel usage continuance intention. The expected findings may suggest that the opportunity factor, channel integration quality encompassing channel-service configuration, content consistency, process consistency, and assurance quality, positively influences customers’ percieved shopping effectiveness. Furthermore, the motivation factors such as relative advantage, perceived ease of use, personalized incentives, flow, and enjoyment, have positive effects on customers’ perceived shopping effectiveness. In addition, ability factors encompassing technology readiness and self efficacy are expected to influence perceived shopping effectiveness. As a result, perceived shopping effectiveness positively influences omnichannel usage continuance intention. These findings enhance the literature on the shopping values and channel integration quality in an omnichannel retailing environment. These findings also offer insightful implications for omnichannel retailers in terms of creating and managing customers’ shopping effectivess in the post-COVID period

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Purpose: This paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition. Design/methodology/approach: The fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour. Findings: The results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming. Originality/value: The authors' research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour

Is traditional retail moving to e-commerce in the field of the fashion industry in India?

The main aim of this dissertation is to discover whether consumers feel that e-commerce provides superior performance and technology facilities than traditional retail from the perspective of Indian consumers, and to assess the importance of Omni-channel concepts and operations in the fashion industry. The fashion industry is one of the foremost business segments in India. Currently, the fashion industry is overcoming with new technology and innovation in their business. In the 1990s e-commerce was introduced saw the potential possibilities of innovation, and the new concepts which made the consumer base attractive towards e-commerce. Online retailers are growing faster than traditional retailers due to high pressure from online retailer’s offers and strategies. This research is identifies the issues in the fashion retail business in India. What are the challenges faced by traditional retail? What are the environmental causes disturbing the fashion retail industry which are argued with more detail in PEST analysis and Porter’s five forces of modern retailing and communication? Traditional fashion retailers understand how to solve difficulties and challenges in the supply chain. Discussed many technologies for fashion retail markets to improve their strategy and customer satisfaction. Researching the hypotheses are collecting behaviourism, functionalism, and experimental ideas what should traditional retailers do in their retail shop and which channel should they adopt for their business? Hypotheses are used to conduct a quick market analysis to understand the Indian demographic attitudes towards technologies, client interest, and Omni-channel. We need to understand which approaches we can use to gain knowledge in theoretical perspective. Multiple techniques are involved in the analysis and validation of hypotheses. I used SPSS tool for data analysis with cross-tabulation function. In this research I found that traditional retail and e-commerce are independent of each other but gradually merging, a most important factor for future fashion industry trends. They are systematically embracing Omni-channel strategy to provide good consumer service

Harnessing the power of the general public for crowdsourced business intelligence: a survey

International audienceCrowdsourced business intelligence (CrowdBI), which leverages the crowdsourced user-generated data to extract useful knowledge about business and create marketing intelligence to excel in the business environment, has become a surging research topic in recent years. Compared with the traditional business intelligence that is based on the firm-owned data and survey data, CrowdBI faces numerous unique issues, such as customer behavior analysis, brand tracking, and product improvement, demand forecasting and trend analysis, competitive intelligence, business popularity analysis and site recommendation, and urban commercial analysis. This paper first characterizes the concept model and unique features and presents a generic framework for CrowdBI. It also investigates novel application areas as well as the key challenges and techniques of CrowdBI. Furthermore, we make discussions about the future research directions of CrowdBI

A cross cultural study of gender differences in omnichannel retailing contexts

This research examines gender difference in omnichannel experience in modern shopping malls, combining personal, physical and virtual encounters. It proposes a new theoretical model: the gender-based shopping mall omnichannel experience model. Data was collected using 1139 questionnaires completed by millennial shoppers in the United Kingdom and United Arab Emirates. Data was analysed using partial least squares. The results showed a shift in males shopping behaviour as they pay more attention to peer interaction on social platforms, service excellence, convenience, diversity and personalisation in shopping malls than female shoppers, while aesthetics and privacy are more important for female shoppers