Does the digitalization of retailing disrupt consumers’ attachment to retail places?

Horáková, Julie, Outi Uusitalo, Juha Munnukka and Olga Jokinen

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: 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.

Keywords: Place attachment; Digitalization of retailing; Behavioral loyalty (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922000510

DOI: 10.1016/j.jretconser.2022.102958

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