The influence of seamless shopping experience on customers’ word of mouth on social media
Jingwen Li,
Yaping Chang
Abstract:Purpose
Despite the increasing relevance of seamless shopping experience in an omnichannel context, research on how seamless shopping experience affects customers’ word of mouth on social media (sWOM) remains scant. Based on the attribution theory, this study aims to investigate the effects of seamless shopping experience types on customers’ sWOM intentions from the perspective of smart-shopping feelings and validated the moderation role of shopping orientation.
Design/methodology/approach
Using a data set o… Show more
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