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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۴ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1221
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Journal of Retailing and Consumer Services
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۴ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : نشانه های محیطی کانال فراگیر (اومنی چنل) جمعی: اثرات میانجی واکنش های شناختی و عاطفی بر قصد خرید
عنوان کامل انگلیسی:
Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention
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چکیده فارسی:
در اکوسیستم های خرده‌فروشی امروزی مبتنی بر کانال ، ترکیب و هماهنگی سازی مناسب محرک‌های آنلاین و آفلاین برای ارائه فضای فروشگاهی بهینه و تجربه خرید بسیار مهم است. این تحقیق با استفاده از چارچوب SOR، به بررسی محرک‌های نشانه‌های محیطی می‌پردازد تا تأثیر آنها بر حالت‌های عاطفی (یعنی لذت، برانگیختگی و تسلط) و شناختی (یعنی درک کیفیت محیطی فروشگاه) و تأثیر آنها بر واکنش های مصرف‌کننده در شکل گیری قصد خرید را کشف کند…
Abstract
In today’s channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers’ pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.
Keywords: Omnichannel retailing, Store atmosphere, PAD, S-O-R framework, Store environment quality, Purchase intention
۱.Introduction
Using more than one channel to sell and deliver merchandise and services to consumers is a necessity in today’s channel-centric retailing field. In addition, integrating new electronic channels in order to provide stimuli from multiple environment cues is also gaining increased attention in recent years (Mari and Poggesi, 2013; Petit et al., 2019; Roggeveen et al., 2020). Reports show that up to 67% of shoppers visit physical stores to supplement mobile research (Sarah Ohle, 2016). Moreover, the introduction of the mobile channel has transformed many consumers to mobile-assisted in-store omnishoppers that attempt to leverage online benefits while inside the physical store (Grewal et al., 2018; Rodríguez-Torrico et al., 2017). Also, since social interaction during retailing activity provides additional assistance (Borges et al., 2010), consumers also attempt to exploit the social media channels, taking into consideration user reviews and ratings, along with the social stimulus that emits from the retailer’s digital social presence (Priporas et al., 2017)…
۵.Conclusions and implications
Overall, omnichannel amplified the holistic quality of traditional store environment (as measured by the environmental quality scale) through the addition of online channel stimulus, contributing to the creation of favorable consumer responses. More specifically, perceived store environment (essentially the atmosphere of the store) was found to be influential regarding purchase intention. However, it didn’t affect the latter through the introduction of the mobile channel.
Moreover, it was demonstrated that omnichannel, in the form of Mobile-IoT-Social atmospheric cues, had an impact on shoppers’ cognition and affect, as well. In addition, more channel stimuli led to better cognitive and evaluative responses which in turn positively affected purchase intention. In fact, mediation analysis of those responses reveal that they were significant predictors of purchase intention during all stimuli additions, except for the mobile channel cues alone (Table 4). However, significant total effects on these dependent variables were evident only at the more controlled lab experiment (Study 2). Also, during that study pleasure and dominance together contributed to complete mediation, an outcome that should be attributed to pleasure, since dominance effects, although significant, were inferior to all other mediator variables…
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