Word of mouth and digitalization in small retailers: Tradition, authenticity, and change

Traditional commerce does not have a great variety of products: it has a more leisurely sale and does not develop impulse buying. The most important factor is the direct relationship established between the seller and the customer, facilitating advice and creating a relationship of trust between the two. Traditional retailers nowadays need digitization, without which they cannot compete technologically with large companies, whereas they can compete in quality, authenticity, proximity, and service. For all these reasons, it seems appropriate to investigate the antecedents that may influence consumers? attitudes towards online shopping in traditional retailers. To achieve this objective, a research plan was developed based on a cross-sectional descriptive study using primary data from a questionnaire answered by 4,063 individuals who live in Spain. The result shows that store loyalty and word of mouth (WOM) communications are the main drivers of attitudes to online shopping. As intermediaries, the mediating variables of the quality and image of the store are established. Small stores should focus on authenticity; this is built on the dimensions established by theory: heritage, legitimacy, nostalgia, originality, and social commitment. Authenticity allows these stores to differentiate themselves from their competitors

The Purchase Intention of Fashion Brand Retailers. A Journey through Consumer Engagement and Happiness

The objective of this paper is to define an SEM model that examines how fashion consumers expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, we will develop the components of CBE and Consumer Happiness variables, whose relevance in the literature has increased considerably. For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares (PLS_SEM). The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established. The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers. CUST_SOCIAL_IMPLICATIONS_(LIMIT_100_WORDS) :No data available. One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBEAyuntamiento de Madri

Strategic orientation towards digitization to improve retailer loyalty in an omnichannel context

In the digital era, the offer of multiple shopping channels in the retail sector has been improved, and customers are changing their shopping habits. For this reason, supermarkets face more complex commercialization processes in the omnichannel context. Therefore, the main objective of this research is to design an omnichannel management model to enhance loyalty through digitalization strategies based on consumer experience. This research is based on a cross-sectional descriptive study using a survey answered by 2,014 responders in Spain. The Partial Least Square (PLS) method was applied to test the hypotheses of the proposed model. The results confirm that the emotional and rational consumer experience plays a key role in generating satisfaction and engagement with retail; therefore, businesses should know that their actions in this regard will indirectly impact consumer loyalty