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 experie...

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Autores: Rodríguez Torrico, Paula, San José Cabezudo, Rebeca, San Martín Gutiérrez, Sonia, Trabold Apadula, Lauren
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2021
País:España
Institución:Universidad de Burgos (UBU)
Repositorio:Repositorio Institucional de la Universidad de Burgos (RIUBU)
OAI Identifier:oai:riubu.ubu.es:10259/6632
Acceso en línea:http://hdl.handle.net/10259/6632
Access Level:acceso abierto
Palabra clave:Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
Comercio
Marketing
Commerce
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spelling Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketingRodríguez Torrico, PaulaSan José Cabezudo, RebecaSan Martín Gutiérrez, SoniaTrabold Apadula, LaurenOmnichannel marketingSeamlessFlow stateWord-of-mouthConsumerEnvironmentComercioMarketingCommercePurpose: 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].Emerald202220222021info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttp://hdl.handle.net/10259/6632reponame:Repositorio Institucional de la Universidad de Burgos (RIUBU)instname:Universidad de Burgos (UBU)InglésJournal of Research in Interactive Marketing. 2021https://doi.org/10.1108/JRIM-06-2021-0154info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/ECO2017-86628-Pinfo:eu-repo/grantAgreement/Junta de Castilla y León//VA085G18Atribución-NoComercial 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:riubu.ubu.es:10259/66322026-05-28T07:56:11Z
dc.title.none.fl_str_mv Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
title Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
spellingShingle Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
Rodríguez Torrico, Paula
Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
Comercio
Marketing
Commerce
title_short Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
title_full Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
title_fullStr Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
title_full_unstemmed Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
title_sort Let it flow: the role of seamlessness and the optimal experience on consumer word of mouth in omnichannel marketing
dc.creator.none.fl_str_mv Rodríguez Torrico, Paula
San José Cabezudo, Rebeca
San Martín Gutiérrez, Sonia
Trabold Apadula, Lauren
author Rodríguez Torrico, Paula
author_facet Rodríguez Torrico, Paula
San José Cabezudo, Rebeca
San Martín Gutiérrez, Sonia
Trabold Apadula, Lauren
author_role author
author2 San José Cabezudo, Rebeca
San Martín Gutiérrez, Sonia
Trabold Apadula, Lauren
author2_role author
author
author
dc.subject.none.fl_str_mv Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
Comercio
Marketing
Commerce
topic Omnichannel marketing
Seamless
Flow state
Word-of-mouth
Consumer
Environment
Comercio
Marketing
Commerce
description 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.
publishDate 2021
dc.date.none.fl_str_mv 2021
2022
2022
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10259/6632
url http://hdl.handle.net/10259/6632
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Journal of Research in Interactive Marketing. 2021
https://doi.org/10.1108/JRIM-06-2021-0154
info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2013-2016/ECO2017-86628-P
info:eu-repo/grantAgreement/Junta de Castilla y León//VA085G18
dc.rights.none.fl_str_mv Atribución-NoComercial 4.0 Internacional
http://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Atribución-NoComercial 4.0 Internacional
http://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv reponame:Repositorio Institucional de la Universidad de Burgos (RIUBU)
instname:Universidad de Burgos (UBU)
instname_str Universidad de Burgos (UBU)
reponame_str Repositorio Institucional de la Universidad de Burgos (RIUBU)
collection Repositorio Institucional de la Universidad de Burgos (RIUBU)
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300719

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