Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

中文翻译：

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全渠道趋势在数字信息处理中的作用

目的

如今，一些消费者将自己视为“全渠道”，他们将物理和数字渠道结合在一起，期望获得无缝的购物体验，因为他们从多渠道的角度看待他们的购物过程。考虑到这种情况，本文的目的是检验消费者的全渠道趋势（全向性）在数字渠道信息处理中的作用。

设计/方法/方法

基于细化可能性模型（ELM），提出了情感以及功利主义和享乐主义的体验，以了解消费者对数字商店的态度。通过调查，从284位数字购物者那里收集了数据。使用PLS路径建模和PLS-MGA来检验研究假设。

发现

结果证实，情绪对体验的评估产生积极影响，进而改善了对数字商店的态度。着眼于消费者之间的差异，研究结果表明，对于普遍性较低的消费者，情感是改善他们的体验评估的关键。此外，在态度上，无所不在的消费者遵循中心路线来处理信息。而无所不在的消费者则遵循外围路线。

创意/价值

本文通过三种方式为文献做出贡献。首先，这项研究包括在数字渠道开发的信息处理中作为消费者特质的全能性研究，而在文献中却没有提及。其次，这项工作为数字上下文确认中的信息处理理论做出了贡献，特别是ELM在全渠道上下文中的适用性。这为应用传统理论解释新现象提供了支持。第三，与先前的贡献相一致，这项工作通过包含其他构架（全方位和情感性）来解释数字环境下的信息处理，从而进一步理解了ELM理论。