Different kinds of researchs hoppers, different cognitive-affective consequences

  1. Nuria Viejo Fernández 1
  2. María José Sanzo Pérez 1
  3. Rodolfo Vázquez Casielles
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2019

Volumen: 23

Número: 1

Páginas: 45-68

Tipo: Artículo

DOI: 10.1108/SJME-09-2018-0040 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Objetivo–El proceso de compra de los clientes es más omnicanal que nunca. En la actualidad, uno de loscomportamientos de compra omnicanal más influyentes es el denominado research shopping en sus dosformas predominantes: el webrooming y el showrooming. El objetivo principal de este estudio es determinarel posible efecto moderador de cada uno de estos comportamientos desde una perspectiva cognitivo-afectiva.Diseño/metodología–El marco teorico propuesto se aplico a una muestra de 636 usuarios de teléfonosmoviles. Asimismo, se realizo un análisis multigrupo para comparar si existen diferencias entre losconsumidores que realizan research shopping y los compradores unicanal, así como entre los webroomersfrente a los showroomers.Resultados–Los resultados muestran que la conducta research shopping modera la intensidad de larelacion entre las emociones y el valor percibido, y entre las emociones y la satisfaccion. El análisis del efectomoderador de cada tipología concreta de research shopping evidencia que, en el caso del webrooming, lasemociones negativas tienen un efecto negativo sobre el valor percibido y sobre la satisfaccion más intenso queen el caso del showrooming.Originalidad/valor–Este estudio contribuye al estado actual de la investigacion sobre la estrategiaomnicanal mediante el análisisa través de un enfoque cognitivo-afectivode las consecuencias que el researchshopping y cada una de sus dos tipologías básicas (webrooming y showrooming) tienen para los minoristas.Palabras clave–Research shopping, Webrooming, Showrooming, Emociones, Valor percibido, Satisfaccion

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Fuente de los datos: Dialnet