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Título
Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Technological Forecasting and Social Change
Datos de la obra
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., y García-Henche, B. (2022). Word of mouth and digitalization in small retailers: Tradition, authenticity, and change. Technological Forecasting and Social Change, 175, 121382. https://doi.org/10.1016/J.TECHFORE.2021.121382.
Editor
Elsevier
Fecha
2022
ISSN
0040-1625
Resumo
[EN] 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.
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