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...

Descripción completa

Detalles Bibliográficos
Autores: García Henche, Blanca Rosa|||0000-0002-9824-7372, Cuesta Valiño, Pedro|||0000-0001-9521-333X, Gutiérrez Rodríguez, Pablo
Tipo de recurso: artículo
Fecha de publicación:2022
País:España
Institución:Universidad de Alcalá (UAH)
Repositorio:e_Buah Biblioteca Digital Universidad de Alcalá
Idioma:inglés
OAI Identifier:oai:ebuah.uah.es:10017/60565
Acceso en línea:http://hdl.handle.net/10017/60565
https://dx.doi.org/10.1016/j.techfore.2021.121382
Access Level:acceso abierto
Palabra clave:Authenticity
Digitalization
Online shopping
Traditional retailers
WOM Word of mouth
Empresa
Management science
id ES_ae41cbc69dfe43644acdfd1749c12ea8
oai_identifier_str oai:ebuah.uah.es:10017/60565
network_acronym_str ES
network_name_str España
repository_id_str
spelling Word of mouth and digitalization in small retailers: Tradition, authenticity, and changeGarcía Henche, Blanca Rosa|||0000-0002-9824-7372Cuesta Valiño, Pedro|||0000-0001-9521-333XGutiérrez Rodríguez, PabloAuthenticityDigitalizationOnline shoppingTraditional retailersWOM Word of mouthEmpresaManagement scienceTraditional 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.20222022-11-01journal articlehttp://purl.org/coar/resource_type/c_6501NAhttp://purl.org/coar/version/c_be7fb7dd8ff6fe43info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10017/60565https://dx.doi.org/10.1016/j.techfore.2021.121382reponame:e_Buah Biblioteca Digital Universidad de Alcaláinstname:Universidad de Alcalá (UAH)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:ebuah.uah.es:10017/605652026-06-18T11:13:07Z
dc.title.none.fl_str_mv Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
title Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
spellingShingle Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
García Henche, Blanca Rosa|||0000-0002-9824-7372
Authenticity
Digitalization
Online shopping
Traditional retailers
WOM Word of mouth
Empresa
Management science
title_short Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
title_full Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
title_fullStr Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
title_full_unstemmed Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
title_sort Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
dc.creator.none.fl_str_mv García Henche, Blanca Rosa|||0000-0002-9824-7372
Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author García Henche, Blanca Rosa|||0000-0002-9824-7372
author_facet García Henche, Blanca Rosa|||0000-0002-9824-7372
Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author_role author
author2 Cuesta Valiño, Pedro|||0000-0001-9521-333X
Gutiérrez Rodríguez, Pablo
author2_role author
author
dc.subject.none.fl_str_mv Authenticity
Digitalization
Online shopping
Traditional retailers
WOM Word of mouth
Empresa
Management science
topic Authenticity
Digitalization
Online shopping
Traditional retailers
WOM Word of mouth
Empresa
Management science
description 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.
publishDate 2022
dc.date.none.fl_str_mv 2022
2022-11-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
NA
http://purl.org/coar/version/c_be7fb7dd8ff6fe43
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10017/60565
https://dx.doi.org/10.1016/j.techfore.2021.121382
url http://hdl.handle.net/10017/60565
https://dx.doi.org/10.1016/j.techfore.2021.121382
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:e_Buah Biblioteca Digital Universidad de Alcalá
instname:Universidad de Alcalá (UAH)
instname_str Universidad de Alcalá (UAH)
reponame_str e_Buah Biblioteca Digital Universidad de Alcalá
collection e_Buah Biblioteca Digital Universidad de Alcalá
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869416546323922944
score 15.301603

Similares en LA Referencia