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Nowadays some consumers consider themselves as “omnichannels” – they combine both physical and digital channels expecting a seamless shopping experience – since they view their shopping process from a multiple-channel viewpoint. Giving that situation, the aim of this paper is to test the role of consumers’ omnichannel tendency (omni-tendency) in the information processing in the digital channel.

Based on the Elaboration Likelihood Model (ELM), emotions as well as utilitarian and hedonic experiences are proposed to understand consumer attitude towards the digital store. Through a survey, data were collected from 284 digital shoppers. PLS path modelling and PLS-MGA were used to test the research hypotheses.

The results confirm that emotions positively affect the evaluation of the experiences, which in turn improves the attitude towards the digital store. Focusing on the differences among consumers, the findings show that for consumers with low omni-tendency the emotions are key to improve the evaluation of their experiences. Moreover, regarding the attitude, consumers with more omni-tendency follow the central route to process the information; and consumers with less omni-tendency follow the peripheral route.

This paper contributes to the literature in three ways. First, this research includes the study of omni-tendency, as a consumer trait, in the information processing developed in the digital channel, ignored in the literature. Second, this work contributes to information processing theories in digital context confirming, specifically the applicability of ELM into the omnichannel context. This offers support to the application of traditional theories to explain new phenomena. Third, and in line with the previous contribution, this work goes a step further in understanding ELM theory by including other constructs –the omni-tendency and emotions– to explain the information processing in the digital context.

In the channel-mix era, the customer journey involves combining channels during all the stages of the decision-making process, such that creating and maintaining relationships with consumers poses a challenge to retailers. This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper also explores the moderating role of product involvement in these relations.

The authors carried out a personal questionnaire with a sample of 288 consumers who were recruited after leaving one of the stores of a clothing brand that is a successful example of distribution channel management.

Insofar as consumers perceive channel-mix benefits, SBC will be higher and (or as a result) their future intentions with the brand will be more intense. In addition, the results show that product involvement moderates the relationship between SBC and channel-mix use intention and WOM.

This work contributes to channel-mix, relationship marketing, brand and product involvement literature by analyzing how customers may be retained in the channel-mix era through brand management and by considering product category involvement. This study merges brand and product variables to explore their impact on relationship marketing within channel-mix behaviors.

Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.

This paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality).

Information was collected from 511 Spanish video game consumers. Structural equation modeling, clustering and multi-group analysis were then conducted to compare results between segments of gamers.

Results show that hedonic, social and mainly addiction motivations lead to purchase intention of game-related products. Moreover, the authors identify a typology of gamer that gives rise to differences in motivations-purchase intention links: Analysts include individuals who are essentially conscientious, prefer inventive or cognitive and simulation games and whose behavior is more influenced by hedonic and social motivations to play; socializers comprise individuals who are mainly extrovert and emotionally stable gamers and who prefer sports and strategy games. The motivations to play that affect their purchase intentions are mainly social; and sentinels include individuals that are unmindful and introvert, prefer inventive, cognitive, sports and simulation games, and whose social motivations drive their purchase intentions.

There are 2,200 million video gamers around the world, although it is assumed that this vast market is not homogeneous, which has implications for consumer motivations and purchase intention. However, the currently available classifications that address this challenge are rather limited. In this sense, the present paper provides valuable insights into understanding how personality offers a useful variable to segment consumers in the video game industry and how it moderates the effect of motivations on purchase behavior.

Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a more optimal shopping experience (flow state) and the subsequent impact on the likelihood of generating mixed (positive and negative) word of mouth (WOM).

A controlled experiment was conducted with 220 participants to test the proposed model based on the stimulus–organism–response (S-O-R) model and flow theory. The authors conducted an analysis of variance, two regression analyses and two mediation analyses to test the hypotheses.

The results confirm a positive direct effect of a seamless environment on consumers' flow state and a positive (negative) direct impact of flow on the likelihood of generating positive (negative) WOM. Additionally, the results suggest that flow mediates the effect of a seamless environment on WOM.

This study contributes to omnichannel and WOM literature by exploring the critical role of seamlessness in consumers' subjective experience (flow state) and postpurchase behaviors (mixed WOM). In conjunction with the relevant theoretical contributions, these findings also offer guidelines for practitioners to manage the seamless environment and mixed WOM in the omnichannel context.

The purpose of this paper is to present a proposal for the Hierarchy of Effects – a model that has been widely applied in the study of persuasion in traditional communications media – to evaluate Website effectiveness. In particular, this contribution seeks to consider a more complete model in order to evaluate the responses of the individuals to the Websites, incorporating new variables to the traditional sequence; and to study the moderating effect of the specific characteristics of the audience – the individual user's motivations in terms of Internet access in the basic structure of this model.

The multi‐equations methodology is used to test the sequence of responses that produce the visit to an experimental Website: the perceived informative value and the perceived entertainment value of a Website, the attitude toward the Website, the attitude toward the brand and the intention to buy the brand for two different individual groups: the “information seekers” and “entertainment seekers”.

The results reveal two well differentiated positive models of behavior in the online context.

In their Website strategies, the organizations should not neglect those aspects which may arouse emotional reactions in the Internet users, but they should pay more attention to generated informative value to obtain more favorable users' responses.

Previous studies had not tested empirically the moderating effects of the users' motivations in terms of Internet access (search for information versus entertainment) over this original and more complete structure of individuals' responses to the Website.

Determinants of internet adoption in industrial purchase have rarely been paid attention in the literature. Considering this gap in the literature, the present study intends to approach the factors that determine the use of the internet as a source of information in procurement.

This research analyzes whether different internet tools are used throughout the phases in the purchasing process and, at the same time, whether the characteristics of the buying situation determine the use of the internet in that process. The survey is based on an e‐mailed questionnaire sent to a sample of 103 Spanish firms.

In general, different uses of the internet tools are not observed in the different stages of the buying process. However, the characteristics of purchasing situations (novelty, complexity, perceived risk, time pressure and personal stake) at each buying situation make possible an explanation of the use of different internet tools throughout the different phases in purchasing.

The results of this paper show that there are implications for practitioners related to the core hypotheses of the research. The contingency approach employed in the study makes it easier to adapt the different internet tools (web pages, intranet development or adoption of videoconference technology) to the specific characteristics of the buying situation in which they are primarily used. On the other hand, the main limitation of this research lies in the composition of the sample, so that it could be considered suitable to extend the study to different product lines and to decisions on service contracts in the near future.

This research analyzes whether different internet tools are used throughout the phases in the purchasing process and, at the same time, whether the characteristics of the buying situation determine the use of the internet in that process.

This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.

Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.

Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.

Organisations should design different websites to adapt to the values of each target group in each country and to get the maximum benefit from their differences so as to ultimately encourage individuals to repeat purchase.

It is one of the few studies that analyse the relations between dimensions of online risk and their differential impact on repeat purchase intention. A dual impact of risk is proposed: negative and positive effects of the risk in the channel on repeat purchase intention. Moreover, this is a cross‐national study, following the postulates of ELM.