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The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test the moderating effect of gender on this relationship.

An original model is developed and tested with 628 omnichannel customers. A multi-group analysis is performed to compare the results between two groups: men and women.

The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups.

This study furthers the understanding of the importance of the new connected retail system and offers new insights for both the theoretical framework and businesses.

La nueva estrategia omnicanal busca ofrecer una experiencia de compra holística a través de la integración de los canales físico y online. Para ello, la introducción de nuevas tecnologías en el establecimiento es un factor esencial. Este estudio tiene un doble objetivo: primero, analizar como la intención de usar diferentes tecnologías interactivas en una tienda de moda afecta a la intención de compra; y segundo, comprobar el efecto moderador del género en esta relación.

Se ha desarrollado un modelo original que fue testado en 628 consumidores omnicanal. Asimismo, se desarrolló un análisis multigrupo para comparar los resultados en dos grupos: hombres y mujeres.

Los resultados muestran que la incorporación de nuevas tecnologías en la tienda física afecta positivamente en la intención de compra, sin embargo, no se han encontrado diferencias significativas entre los dos grupos estudiados.

Este estudio mejora la comprensión de la importancia del nuevo comercio conectado y ofrece nuevas perspectivas tanto a nivel teórico como para los negocios.

The purpose of this study is to examine the situation of lesbians, gays, bisexuals, transgender, queer and asexual (LGBTQA+) youth in Spain, pre-examining the links between the people they live with, their support networks and their perception of being a burden.

This study traces some brushstrokes through the preliminary results of the LGBTQA+ population between 13 and 21 years old (n = 445). These data are part of a larger project with 2,800+ respondents.

This study’s data highlight the connections between places of cohabitation, support and vulnerability in a crisis situation. In general, gender identity, age, support and feelings of acceptance have been key variables in identifying psychosocial factors related to the health of this population. Lastly, the authors offer some future guidelines to improve the situation of young people in the face of new situations of confinement, incorporating good practices for children and youth services.

The use of the snowball technique for data collection may limit the representativeness of the sample. In the same way that data collection is used through access to an online questionnaire, it can limit access to certain people.

Address the psychosocial needs of LGBTQA+ youth, especially in crisis situations. With our data, we can improve services for future situations of confinement due to coronavirus, planning actions that include the youngest members of this population group, as well as those with non-normative sexualities and identities.

Encourage and diversify support for LGBTQA+ youth from their families, peers, teachers and other professionals working in the youth field. This support would be congruent with the anti-discriminatory and trans-specific legislation existing in most Spanish regions. Furthermore, it would propose a social change that not only benefits LGTBQA+ people, as it allows for a more inclusive cultural change for all in terms of gender and sexuality.

New data obtained within the time frame of the state of alarm are provided, concerning a social group that has been little researched and that finds itself in an unprecedented health crisis.