The role of technology in an omnichannel physical storeAssessing the moderating effect of gender

  1. Ana Mosquera 1
  2. Cristina Olarte-Pascual 1
  3. Emma Juaneda Ayensa 1
  4. Yolanda Sierra Murillo 1
  1. 1 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695 2444-9709

Año de publicación: 2018

Volumen: 22

Número: 1

Páginas: 63-82

Tipo: Artículo

DOI: 10.1108/SJME-03-2018-008 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Objetivo La nueva estrategia omnicanal busca ofrecer una experiencia de compra holística a través de la integración de los canales físico y online. Para ello, la introducción de nuevas tecnologías en el establecimiento es un factor esencial. Este estudio tiene un doble objetivo: primero, analizar como la intención de usar diferentes tecnologías interactivas en una tienda de moda afecta a la intención de compra; y segundo, comprobar el efecto moderador del género en esta relación. Diseño/metodología Se ha desarrollado un modelo original que fue testado en 628 consumidores omnicanal. Asimismo, se desarrolló un análisis multigrupo para comparar los resultados en dos grupos: hombres y mujeres. Resultados Los resultados muestran que la incorporación de nuevas tecnologías en la tienda física afecta positivamente en la intención de compra, sin embargo, no se han encontrado diferencias significativas entre los dos grupos estudiados. Originalidad/valor Este estudio mejora la comprensión de la importancia del nuevo comercio conectado y ofrece nuevas perspectivas tanto a nivel teórico como para los negocios.

Información de financiación

This research was funded by the Spanish Ministry of Economy and Competitiveness (Research Project reference: ECO2014-59688-R, National Program for Research, Development and Innovation Aimed at the Challenges of Society, National Plan of Scientific and Technical Research and Innovation 2013-2016).

Financiadores

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