مقاله انگلیسی تبلیغات دهان به دهان و دیجیتالی شدن در خرده فروشان کوچک
ترجمه نشده

مقاله انگلیسی تبلیغات دهان به دهان و دیجیتالی شدن در خرده فروشان کوچک

عنوان فارسی مقاله: تبلیغات دهان به دهان و دیجیتالی شدن در خرده فروشان کوچک: سنت، اصالت و تغییر
عنوان انگلیسی مقاله: Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
مجله/کنفرانس: پیش بینی فناوری و تغییرات اجتماعی - Technological Forecasting & Social Change
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت کسب و کار، مدیریت بازرگانی
کلمات کلیدی فارسی: اعتبار، دیجیتالی شدن، خرید آنلاین، خرده فروشان سنتی، WOM ، تبلیغات دهان به دهان
کلمات کلیدی انگلیسی: Authenticity - Digitalization - Online shopping - Traditional retailers - WOM - Word of mouth
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus - Master Journals List - JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.techfore.2021.121382
دانشگاه: Department of Economics and Business Management, Universidad de Alcala, Madrid, Spain
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2022
ایمپکت فاکتور: 9.012 در سال 2020
شاخص H_index: 117 در سال 2021
شاخص SJR: 2.226 در سال 2020
شناسه ISSN: 0040-1625
شاخص Quartile (چارک): Q1 در سال 2020
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 15
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
آیا این مقاله فرضیه دارد: دارد
کد محصول: E15935
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست مطالب (انگلیسی)

Highlights


Abstract


Keywords


1. Introduction


2. Conceptual framework and hypothesis


3. Methods


4. Results


5. Discussion


6. Conclusion


Funding


CRediT authorship contribution statement


CRediT authorship contribution statement


Declaration of Competing Interest


Acknowledgments


Appendix. Supplementary materials


References


Vitae

بخشی از مقاله (انگلیسی)

Abstract


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.


 


1. Introduction


Over recent decades, the concept of the experiential economy has been defined and used, not only in the consumer goods environment and shops but also in other areas such as tourism, architecture, and even urban planning. Studies began in the 1980s to give importance to the symbolic, emotional, and emotional part of consumer behavior. In the same decade theories were developed that aimed to increase the attention devoted to consumers’ experiences and the development of authenticity as a product differentiation strategy. This authenticity sought by consumers is related to the variables that determine the marketing management of the retailers and to attitudes to shopping.


There is a consumer tendency to “back to basics,” which has been strengthened by the Covid 19 crisis: the search for the authentic, the true, confidence in the origins of all the products. And greater importance is being attached to the value of experience, slow life, and slow food, concepts that prioritize experience over speed. So, despite the trend towards greater globalization in consumption, counter-trends are emphasizing the original characteristics of products and stores, the predominance of small businesses, local traders near their customers, the authenticity of products and services (Amin and Robins, 1992); Gilmore and Pine, 2007; (Jun Song et al., 2015); García-Henche et al., 2020).

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