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Technological Forecasting And Social Change

Revista: Technological Forecasting and Social Change
Índice de calidad: Revista indexada en el JCR (que es el Journal Citation Reports, que es el índice de indexación internacional de revistas científicas más valoradas del mundo). Posición JCR Q1 1º decil, 1ª revista del mundo en la categoría de Regional & Urban Planning, ocupando la 1ª posición de 40 revistas internacionales de investigación que hay en el mundo en este campo:
Título: Word of mouth and digitalization in small retailers: Tradition, authenticity, and change
Autores: Pedro Cuesta Valiño, Pablo Gutiérrez Rodríguez y Blanca García Henche
Fecha de publicación: febrero de 2022
Número: Volumen 175, February 2022, 121382 (pp. 1-15)
Resumen: 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.
Enlace del artículo: https://doi.org/10.1016/j.techfore.2021.121382