000129554 001__ 129554
000129554 005__ 20231221152907.0
000129554 0247_ $$2doi$$a10.1108/SJME-08-2019-0067
000129554 0248_ $$2sideral$$a115803
000129554 037__ $$aART-2019-115803
000129554 041__ $$aeng
000129554 100__ $$0(orcid)0000-0002-8253-4713$$aOrús, C.$$uUniversidad de Zaragoza
000129554 245__ $$aThe impact of consumers’ positive online recommendations on the omnichannel webrooming experience
000129554 260__ $$c2019
000129554 5060_ $$aAccess copy available to the general public$$fUnrestricted
000129554 5203_ $$aPurpose: This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach: Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings: Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications: This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications: The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value: This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence.
000129554 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S20-17R$$9info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R$$9info:eu-repo/grantAgreement/ES/UZ/JIUZ-2018-SOC-14
000129554 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/
000129554 592__ $$a0.512$$b2019
000129554 593__ $$aMarketing$$c2019$$dQ2
000129554 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000129554 700__ $$0(orcid)0000-0002-5487-5203$$aGurrea, R.$$uUniversidad de Zaragoza
000129554 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, S.$$uUniversidad de Zaragoza
000129554 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000129554 773__ $$g23, 3 (2019), 397-414$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695
000129554 8564_ $$s334762$$uhttps://zaguan.unizar.es/record/129554/files/texto_completo.pdf$$yVersión publicada
000129554 8564_ $$s1760593$$uhttps://zaguan.unizar.es/record/129554/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000129554 909CO $$ooai:zaguan.unizar.es:129554$$particulos$$pdriver
000129554 951__ $$a2023-12-21-13:09:00
000129554 980__ $$aARTICLE