Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior

In the past, consumers used to go to brick-and-mortar stores to gather information and often concluded their shopping there, with the physical store probably being one of their few sources of product information. Nowadays, with the arrival of digital devices, the number of sources of information has grown. Consumers tend to combine these with brick-and-mortar establishments both to search and buy, leading to the emergence of omnichannel behavior. In this context, there is a lack of research which considers online and mobile devices separately. The aim of the present study is to analyze how two individual traits –impulsiveness and need for touch– influence the use of each device in the omnichannel decision-making process. Results from a sample of 284 real digital (online and/or mobile) shoppers of clothes confirm that personal traits influence omnichannel consumer behavior. Results show that impulsive shoppers make greater use of mobile devices whereas individuals with high need for touch are more predisposed to use online devices in their omnichannel process. Besides, the effect of individual demographics is taken into account. Finally, we discuss the paper's contributions and outline the actions which managers can engage in so as to succeed in omnichannel retail.Ministry of Economy, Industry and Competitiveness (Research Projects ECO2012-36275 and ECO2014-53060-R

Measuring online advertising viewability and analyzing its variability across different dimensions

Many of the current online business base completely their revenue models in earnings from online advertisement. A problematic fact is that according to Google more than half of display ads are not being seen. The International Advertising Bureau (IAB) has defined a viewable impression as an impression that at least 50% of its pixels are rendered in the viewport during at least one continuous second. Although there is agreement on this definition for measuring viewable impressions in the industry, there is no systematic methodologies on how it should be implemented or the trustworthiness of these implementations. In fact, the Media Rating Council (MRC) announced that there are inconsistencies across multiple reports attempting to measure this metric. For this reason, we select a subset of implementations to track viewable impressions and we perform a case study by implementing them in a webpage registered in the worldwide ad-network ExoClick in order to see their results on different dimensions. Our results show that the Intersection Observer API is the implementation that detects more viewable impressions and that there are significant viewability differences depending on the banner location on the website. Finally, we also propose an ensemble viewability method that proves to be able to detect a higher number of viewable impressions.This work was possible thanks to the support of “Plan de Doctora-dos Industriales de la Secretaría de Universidades e Investigacióndel Departamento de Empresa y Conocimiento de la Generalitatde Catalunya” and the Spanish Ministry of Economy and Com-petitiveness through the Juan de la Cierva Formación program(FJCI-2017-34926). We also want to thank ExoClick for their sup-port in conducting this research.Peer ReviewedPostprint (published version

Harnessing the potential of online news: suggestions from a study on the relationship between online news advantages and its post-adoption consequences

Using data from a national survey, this article explores the relationship between nine common socio-technical advantages of online news and how it is used and alters existing news use habits. The article finds that apart from the ability to `have my say to the news media, all the other attributes no cost, multitasking, more news choices, in-depth and background information, 24/7 updates, customization, ability to discuss news with peers, and the existence of different viewpoints have a more or less marked effect on the way people adopt, use and integrate online news into daily life. Most remarkably, online news users seem to expect immediacy at the same time as depth and diversity of news and views. Ironically, however, each of these attributes contributes, at various levels, to the displacement effect of online news on each of the four traditional news media. The many implications of these findings for journalism are placed in the context of recent developments in the online news industry