000108556 001__ 108556
000108556 005__ 20250722154011.0
000108556 0247_ $$2doi$$a10.1108/IJRDM-05-2020-0169
000108556 0248_ $$2sideral$$a121215
000108556 037__ $$aART-2020-121215
000108556 041__ $$aeng
000108556 100__ $$0(orcid)0000-0001-7118-9013$$aFlavian, C.$$uUniversidad de Zaragoza
000108556 245__ $$aMobile word of mouth (m-WOM): analysing its negative impact on webrooming in omnichannel retailing
000108556 260__ $$c2020
000108556 5060_ $$aAccess copy available to the general public$$fUnrestricted
000108556 5203_ $$aPurpose: The purpose of this research is to analyse the influence of mobile word of mouth (m-WOM), received at the physical store, which “challenges” the consumer's preferences in a webrooming experience. The impacts of the social relationship between the sender and the receiver of the m-WOM and product category (electronics versus fashion accessories) are examined.
Design/methodology/approach: An online experiment was carried out which manipulated the presence and type of challenging m-WOM, and product category, in a 3 × 2 between-subjects factorial design. The participants were 204 consumers recruited through a market research agency. Their perceptions about the helpfulness of the m-WOM, and their product preferences and choices, were analysed. Findings: Receiving in-store m-WOM was perceived as helpful by webroomers and affected their preferences and choices. For electronics online reviews posted by anonymous customers were more influential than friends' opinions, whereas the opposite was the case with fashion accessories. The trustworthiness and expertise of the m-WOM source may explain the effects of m-WOM. Practical implications: m-WOM entails challenges and opportunities for retailers in the omnichannel era. The findings suggest that allowing customers to access m-WOM may be beneficial; however, retailers must consider the type of m-WOM that may be most suitable for their businesses. Recommendations for referral and review sites are also offered.
Originality/value: This study examines the impact of challenging m-WOM on shopping experiences, combining online, mobile and physical channels. The results revealed the importance of the information source and product category in the determination of consumers' perceptions of helpfulness, preferences and choice.
000108556 536__ $$9info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00$$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group$$9info:eu-repo/grantAgreement/ES/DGA-FSE/LMP65-18
000108556 540__ $$9info:eu-repo/semantics/openAccess$$aAll rights reserved$$uhttp://www.europeana.eu/rights/rr-f/
000108556 590__ $$a3.771$$b2020
000108556 591__ $$aNURSING$$b122 / 346 = 0.353$$c2020$$dQ2$$eT2
000108556 591__ $$aBUSINESS$$b83 / 153 = 0.542$$c2020$$dQ3$$eT2
000108556 591__ $$aMANAGEMENT$$b119 / 225 = 0.529$$c2020$$dQ3$$eT2
000108556 592__ $$a0.727$$b2020
000108556 593__ $$aBusiness and International Management$$c2020$$dQ1
000108556 593__ $$aTourism, Leisure and Hospitality Management$$c2020$$dQ1
000108556 593__ $$aMarketing$$c2020$$dQ1
000108556 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000108556 700__ $$0(orcid)0000-0002-5487-5203$$aGurrea, R.$$uUniversidad de Zaragoza
000108556 700__ $$0(orcid)0000-0002-8253-4713$$aOrús, C.$$uUniversidad de Zaragoza
000108556 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000108556 773__ $$g49, 3 (2020), 394-420$$pInt. j. retail distrib. manag.$$tInternational journal of retail & distribution management$$x0959-0552
000108556 8564_ $$s328765$$uhttps://zaguan.unizar.es/record/108556/files/texto_completo.pdf$$yPostprint
000108556 8564_ $$s2240932$$uhttps://zaguan.unizar.es/record/108556/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint
000108556 909CO $$ooai:zaguan.unizar.es:108556$$particulos$$pdriver
000108556 951__ $$a2025-07-22-15:35:41
000108556 980__ $$aARTICLE