The role of technology in an omnichannel physical storeAssessing the moderating effect of gender
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1
Universidad de La Rioja
info
ISSN: 2444-9695, 2444-9709
Año de publicación: 2018
Volumen: 22
Número: 1
Páginas: 63-82
Tipo: Artículo
beta Ver similares en nube de resultadosOtras 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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MINECO
Spain
- ECO2014-59688-R
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