مقاله انگلیسی رایگان در مورد تبلیغات دهان به دهان و دیجیتالی شدن در خرده فروشان کوچک – الزویر ۲۰۲۲

elsevier

 

مشخصات مقاله
ترجمه عنوان 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
انتشار مقاله سال ۲۰۲۲
تعداد صفحات مقاله انگلیسی ۱۵ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله
مقاله پژوهشی (Research Article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) Scopus – Master Journals List – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۹٫۰۱۲ در سال ۲۰۲۰
شاخص H_index ۱۱۷ در سال ۲۰۲۱
شاخص SJR ۲٫۲۲۶ در سال ۲۰۲۰
شناسه ISSN ۰۰۴۰-۱۶۲۵
شاخص Quartile (چارک) Q1 در سال ۲۰۲۰
فرضیه دارد
مدل مفهومی دارد
پرسشنامه ندارد
متغیر دارد
رفرنس دارد
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت کسب و کار، مدیریت بازرگانی
نوع ارائه مقاله
ژورنال
مجله  پیش بینی فناوری و تغییرات اجتماعی – Technological Forecasting & Social Change
دانشگاه Department of Economics and Business Management, Universidad de Alcala, Madrid, Spain
کلمات کلیدی 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
شناسه دیجیتال – doi
https://doi.org/10.1016/j.techfore.2021.121382
کد محصول E15935
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:

Highlights

Abstract

Keywords

۱٫ Introduction

۲٫ Conceptual framework and hypothesis

۳٫ Methods

۴٫ Results

۵٫ Discussion

۶٫ Conclusion

Funding

CRediT authorship contribution statement

CRediT authorship contribution statement

Declaration of Competing Interest

Acknowledgments

Appendix. Supplementary materials

References

Vitae

بخشی از متن مقاله:

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.

۱٫ 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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