Does the digitalization of retailing disrupt consumers’ attachment to retail places?
Horáková, J., Uusitalo, O., Munnukka, J., & Jokinen, O. (2022). Does the digitalization of retailing disrupt consumers’ attachment to retail places?. Journal of Retailing and Consumer Services, 67, Article 102958. https://doi.org/10.1016/j.jretconser.2022.102958
Published inJournal of Retailing and Consumer Services
DisciplineDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)MarkkinointiKestävä liiketoiminta ja talous (painoala)ResurssiviisausyhteisöSustainable BusinessBasic or discovery scholarshipDigital marketing and CommunicationDigital Business and Economy (focus area)MarketingSustainable Business and Economy (focus area)School of Resource WisdomSustainable BusinessBasic or discovery scholarship
© 2022 The Authors. Published by Elsevier Ltd.
This study breaks new ground in the marketing domain by extending the concept of place attachment to the study of the online retail environment. We provide empirical evidence that consumers can establish strong attachments not only with traditional offline places but also with online retail stores. Moreover, we assessed how distinct dimensions of the place affect the formation of consumers’ attachment and their behavioral loyalty. Our findings show that while consumers who feel a strong sense of attachment toward the place engage in spreading positive word-of-mouth regardless of the environment, their attachment to the store does not prevent them from switching to another provider, especially in the online environment.
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