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[Resumen] La transformación digital hoy en día está presente en diversos ámbitos, influenciados por el uso generalizado de internet y su gran cantidad de usuarios. Las innovaciones tecnológicas han supuesto un cambio en la industria de la moda, modificando el comportamiento del consumidor y dándole total importancia al valor del producto y a la experiencia de compra, a la vez añadiendo un importante grado de competitividad entre las empresas. El objetivo principal de este Trabajo de Fin de Grado consiste en explicar la evolución de la industria de la moda, basándose en la transformación digital en las empresas y en las diferentes áreas de la cadena de moda (marketing, compras, logística y diseño). La digitalización ayuda a la industria a enfrentarse a la pandemia del COVID, haciendo uso de las páginas web, las apps y las redes sociales. El consumidor se vuelve online, hace uso de la omnicanalidad que ofrecen las empresas a la hora de comprar un producto a través de diferentes canales a la vez, mejorando así el proceso de compra del consumidor. La moda personalizada se vuelve común y deseada entre los consumidores, los cuales se convierten en el centro de atención de las marcas. El e-commerce sigue creciendo, aumentando sus ventas y sus usuarios. El comportamiento digital del consumidor se observa en el aumento de las ventas online. Es un nuevo consumidor que se centra en el valor del producto, utilizando las redes sociales e influenciándose por el marketing digital. Valora la experiencia de compra a través de todos los canales, dándole importancia a todo el proceso de producción, informándose más sobre el ciclo del producto. A la hora de comparar esta transformación digital, lideran el mercado Amazon y Alibaba, desarrollando las nuevas tecnologías y liderando el mercado. El paso de la tienda física al mercado digital está influenciado por la transformación digital, apoyado por la realidad virtual, el metaverso, los probadores virtuales, los beacons o la tecnología NFC. Todas estas nuevas tecnologías apoyan la evolución del comercio electrónico. Se ha llevado a cabo una encuesta online. Con los resultados de la encuesta, se ha podido analizar la opinión de los encuestados sobre la transformación digital en empresas de moda y la evolución de la tienda física a la tienda online, mencionando el cambio de hábitos en la compra de ropa desde la pandemia de la COVID-19. Tras la realización de esta investigación, se pronostica que en un futuro el sector de la moda online y la transformación digital del consumidor seguirá creciendo, apoyándose en los consumidores y en los nuevos procesos tecnológicos. [Resumo] A transformación dixital hoxe en día está presente en diversos ámbitos, influenciados polo uso xeneralizado da internet e a súa gran cantidade de usuarios. As innovacións tecnolóxicas han suposto un cambio na industria da moda, modificando o comportamento do consumidor e dándolle total importancia ao valor do produto e á experiencia de compra, á vez engadindo un importante grao de competitividade entre as empresas. O obxectivo principal deste Traballo de Fin de Grao consiste en explicar a evolución da industria da moda, baseándose na transformación dixital nas empresas e nas diferentes áreas da cadea de moda (márketing, compras, loxística e deseño). A dixitalización axuda á industria para enfrontarse á pandemia do COVID, facendo uso das páxinas web, as apps e as redes sociais. O consumidor vólvese en liña, fai uso da omnicanalidad que ofrecen as empresas á hora de comprar un produto a través de diferentes canles á vez, mellorando así o proceso de compra do consumidor. A moda personalizada vólvese común e desexada entre os consumidores, os cales se converten no centro de atención das marcas. O e-commerce segue crecendo, aumentando as súas vendas e os seus usuarios. O comportamento dixital do consumidor obsérvase no aumento das vendas en liña. É un novo consumidor que se centra no valor do produto, utilizando as redes sociais e influenciándose polo márketing dixital. Valora a experiencia de compra a través de todas as canles, dándolle importancia a todo o proceso de produción, informándose máis sobre o ciclo do produto. Á hora de comparar esta transformación dixital, lideran o mercado Amazon e Alibaba, desenvolvendo as novas tecnoloxías e liderando o mercado. O paso da tenda física ao mercado dixital está influenciado pola transformación dixital, apoiado pola realidade virtual, o metaverso, os probadores virtuais, os beacons ou a tecnoloxía NFC. Todas estas novas tecnoloxías apoian a evolución do comercio electrónico. Levouse a cabo unha enquisa en liña. Cos resultados da enquisa, púidose analizar a opinión dos enquisados sobre a transformación dixital en empresas de moda e a evolución da tenda física á tenda en liña, mencionando o cambio de hábitos na compra de roupa desde a pandemia da COVID-19. Tras a realización desta investigación, prognostícase que nun futuro o sector da moda en liña e a transformación dixital do consumidor seguirá crecendo, apoiándose nos consumidores e nos novos procesos tecnolóxicos. [Abstract] Digital transformation is nowadays present in several areas, influenced by the widespread use of the internet and its large number of users. Technological innovations have meant a change in the fashion industry, modifying consumer behavior, and giving full importance to the value of the product and the shopping experience, while adding an important degree of competitiveness among companies. The main objective of this Final Degree Project is to explain the evolution of the fashion industry, based on the digital transformation in companies and in the different areas of the fashion chain (marketing, purchasing, logistics and design). Digitalization helps the industry to face the COVID pandemic, making use of websites, apps and social networks. Consumers are going online, making use of the omni-channel approach that companies offer when buying a product through different channels at the same time, thus improving the consumer's buying process. Personalized fashion is becoming common and desired among consumers, who become the focus of attention for brands. E-commerce continues to grow, increasing sales and users. Digital consumer behavior is seen in the rise of online sales. It is a new consumer who is focused on the value of the product, using social media and influenced by digital marketing. They value the shopping experience across all channels, placing importance on the entire production process, becoming more informed about the product cycle. When comparing this digital transformation, Amazon and Alibaba lead the market, developing new technologies and leading the market. The shift from the physical shop to the digital market is influenced by the digital transformation, supported by virtual reality, the metaverse, virtual fitting rooms, beacons or NFC technology. All these new technologies support the evolution of e-commerce. An online survey has been conducted. With the results of the survey, it has been possible to analyze the opinion of the respondents on the digital transformation in fashion companies and the evolution from the physical shop to the online shop, mentioning the change of habits in clothes shopping since the COVID-19 pandemic. After conducting this research, it is predicted that in the future the online fashion sector and the digital transformation of the consumer will continue to grow, relying on consumers and new technological processes. Traballo fin de grao (UDC.FHD). Xestión Industrial da Moda. Curso 2021/2022

This quantitative study focuses on socio-demographic variables and their associations with different forms of showrooming behavior. The purpose of this study is to find which consumer groups based on age, gender, and income level are demographically the most probable showroomers, and how much each of these variables explain showrooming. The data used is a structured online survey from 1,028 Finnish omnichannel consumers aged between 18 and 75 years. We compare the means of demographic groups’ shares on different aspects of showrooming, and then use partial least squares structural equation modeling with confirmatory factor analysis to see how much each of the variables explain showrooming. The findings show that showrooming behavior is explained most by age, and that the most probable showroomers are younger consumers, higher income consumers and female consumers. The findings also show that finding information and better prices for the products are the most typical forms of showrooming. peerReviewed

The age of digitalization has revolutionized consumers' lives by favoring online shopping in the ongoing online versus in-store shopping debate. As to how it pertains to the fashion industry, it is relevant to consider that consumers tend to find information both online and offline. This research attempts to shed some light on the differences between the different forms of shopping. In order to obtain the necessary evidence, a survey and several interviews were conducted showing that women tend to buy clothes online more than men do. The most significant reason people continue to buy in-store is the ability to try the items prior to purchasing. On the other hand, the convenience of making the purchases from the comfort of their home is an attractive element to choosing the online channel. A era da digitalização revolucionou a vida dos consumidores, favorecendo as compras online no debate contínuo entre compras online e compras em lojas físicas. No que se refere ao seu enquadramento na indústria da moda, é relevante considerar que os consumidores tendem a encontrar informações tanto online quanto offline. Esta pesquisa tenta lançar algumas ideias sobre as diferenças entre as diferentes formas de compra. Para obter as evidências necessárias, foi realizada uma pesquisa e várias entrevistas, que evidenciaram que as mulheres tendem a comprar roupas online mais do que os homens. O maior motivo para as pessoas continuarem a comprar em loja física é a possibilidade de experimentar os itens antes de comprar. Por outro lado, a comodidade de fazer as compras no conforto da sua casa é um elemento atrativo para a escolha do canal online.

Omnichannel retailing is a revolutionary business strategy of recent years which allows customers to engage with retailers using multiple channels and touchpoints to make their shopping experiences better. The main purpose of the current research is to identify the determinants of omnichannel shopping intention for sporting goods. This research applied the UTAUT2 model to study the determinants of omnichannel shopping intention of 406 Indian respondents and tested the relationship using the structural equation model. Responses were collected from December 2021 to January 2022. The empirical result of the research shows the influence of performance expectancy, social influence, effort expectancy, hedonic motivation, habit, and perceived value on omnichannel shopping intention for sporting goods. Among the seven constructs, performance expectancy emerged as the major contributor, followed by hedonic motivation, habit, perceived value, effort expectancy, and social influence of the omnichannel shopping intention. This paper also presented the analysis of the moderating effect of gender and found that performance expectancy, habit, perceived compatibility, and hedonic motivation have significantly different effects on omnichannel shopping intention. These findings provide several important implications for both researchers and sporting goods retailers in developing marketing strategies.

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results offer suggestions for multichannel retailers to deal with showroomers visiting their stores to try to turn them into buyers.

Purpose – The objective of this research is to discover the effects omni-channel retailing has on promotional strategy. This, in order to better understand how to alter promotional strategy in accordance with the ever-changing needs of customers, and ultimately provide the customer with a seamless experience. Design/Methodology/Approach – The research conducted in this paper is based on a critical systematic literature review of a total of 22 papers related to the topics ‘omni-channel retailing’ and ‘promotional strategy’. Findings – Most literature has focused on developing an understanding of omni-channel retailing, uncovering consumer behaviours in omni-channel retailing, and ways to adapt promotional strategies related to merchandising, sales promotion, selling, and word-of-mouth. The research conducted in the past is quite fractured and does not represent a holistic representation of the implications of omni-channel retailing on promotional strategy. Research Limitations/Implications – The research in this paper focuses on quite broad research topics and future research is needed on the changes of the customer journey due to the omni-channel environment in order to more holistically discover the implications of this environment on promotional strategy. However, this research can prove as a guideline for researchers as an analysis of the most important topics related to promotional strategy in omni-channel retailing. Practical Implications – Practitioners can benefit from this research, as a general guideline is given on the topics most interesting for leveraging opportunities of omni-channel retailing. Furthermore, specific promotional tactics given can prove to be important steps in the right direction of a successful promotional strategy in the omni-channel environment.

[Resumen]: El auge de internet en el comercio en los últimos años ha supuesto un gran cambio en las estrategias de las empresas de distribución y en el comportamiento de los consumidores. En la actualidad muchos consumidores combinan el canal online y el canal físico para comparar productos, sus precios, sus características, e incluso para tomar su decisión de compra. Este nuevo comportamiento ha dado lugar a los comportamientos de “showrooming” y “webrooming”, que suponen un fenómeno reciente muy interesante en el ámbito del comportamiento del consumidor que merece su estudio. En este trabajo se analiza el comportamiento de los consumidores que se trasladan del canal online al offline, y viceversa, durante el proceso de compra. En primer lugar se introduce el tema y conceptos claves como omnicanalidad, webrooming y showrooming, luego se expone de forma teórica por qué los consumidores aceptan internet en las compras y las seis variables objeto de la posterior investigación -calidad percibida del producto, nivel de precio, confianza, disponibilidad, conveniencia e intención de compra-. En segundo lugar se realiza un pequeño estudio empírico sobre el comportamiento de compra de los consumidores en tiendas físicas y online. Los resultados obtenidos muestran que para los webroomers la confianza en el establecimiento físico es la variable fundamental de su intención de compra; mientras que para los showroomers es la conveniencia de comprar a través de internet la variable determinante de su comportamiento. [Abstract]: The rise of the internet in commerce in recent years has led to a great change in the strategies of distribution companies and in consumer behaviour. Currently, many consumers combine the online channel and the physical channel to compare products, their prices, their characteristics, and even to make their purchase decision. This new behaviour has given rise to “showrooming” and “webrooming” behaviours, which are a very interesting recent phenomenon in the field of consumer behaviour that deserves study. This work analyses the behaviour of consumers who move from the online channel to the offline channel, and vice versa, during the purchase process. In the first place, the theme and key concepts such as omnichannel, webrooming and showrooming are introduced, then it is explained theoretically why consumers accept the internet in purchases and the six variables that are the object of subsequent research -perceived quality of the product, price level, confidence, availability, convenience and purchase intention. Second, a small empirical study is carried out on the buying behaviour of consumers in physical and online stores. The results obtained show that for webroomers, trust in the physical establishment is the fundamental variable of their purchase intention; while for showroomers it is the convenience of buying online that is the determining variable of their behaviour. [Resumo]: O auxe de internet no comercio nos últimos anos supuxo un gran cambio nas estratexias das empresas de distribución comercial e no comportamento dos consumidores. Na actualidade moitos consumidores combinan o canal onlline e o canal físico para comparar productos, precios, características, e inclusive para tomar a súa decisión de compra. Este novo comportamento deu lugar aos comportamentos de “showrooming” e “webroooming”, que supoñen un fenómeno recente moi interesante no ámbito do compotamento do consumidor e merecen o seu estudo. Este traballo analiza o comportamento dos consumidores que se trasladan do canal online ao offline, e viceversa, durante o proceso de compra. En primeiro lugar, intrdúcese o tema e os conceptos claves como omnicanalidade, webrooming e showrooming, logo exponse de forma teórica por que os consumidores aceptan internet nas compras e as seis variables obxecto da posterior investigación -calidade percibida do producto, nivel de prezos, confianza, dispoñibilidade, conveniencia e intención de compra-. En segundo lugar realízase un pequeno estudio empírico sobre o comportamento de compra dos consumidores en tendas físicas e online. Os resultados obtidos amosan que para os consumidores webroomers a confianza no establecemento físico e a variable fundamental da súa intención de compra; mentras que para os showroomers é a conveniencia de comprar a través de internet a variable determinante do seu comprtamento. Traballo fin de grao (UDC.ECO). ADE. Curso 2020/2021

The modern retail landscape is experiencing a continuous change due to digitalization. With the growing number of available channels, consumers' consequent behavior within the fashion retail environment are becoming ever more complex. Which thus poses a challenge for fashion retailers in trying to not only understand them, but how to serve them best. Along this evolution of retail due to digitalization, physical retail stores have closed down due to the increasing competition from e-commerce, although it remains the biggest distribution channel. The role of the physical store is thus experiencing elements of an existential crisis. In this, Generation Z remains an ambiguous consumer segment whose importance will only increase as the generation comes into its purchasing prime. But, Generation Z is not yet well understood as limited research exists on the subject. And as they’re the digital native generation, where retail omnichannel strategies are commonplace, seeking to understand their attitudes, preferences and perceptions of omnichannel retailing, but also the physical store, is thus essential moving into the future. Therefore, the purpose of this study is to distinguish and explore the value of the physical store in the eyes of Generation Z in an omnichannel strategy, within the context of fashion retailing. RQ: What is the role of physical fashion stores within omnichannel strategy, in regard to Generation Z? In order to answer the research question, the method of choice was a qualitative one. The consequent empirical findings were gathered from seven semi-structured interviews, six from Generation Z respondents and one from the CCO of Gina Tricot, yielding a managerial perspective. Thus, allowing for triangulation opportunities. Moreover, besides the empirical findings, we present a proposed framework which illustrates how and why Generation Z’s behavior, preferences and perceptions have ultimately altered the role of physical stores to be one of increasing complementarity within the context of an omnichannel strategy. In describing this evolution, multiple characteristics of Generation Z are distinguished. Finally, this thesis provides a deepened knowledge on how retailers may use their physical store within an omnichannel strategy to better serve Generation Z consumers in order to enhance customer experience and satisfaction. The empirical findings exhibit the physical store as an essential part for consumers within the context of other available channels online. Where multiple aspects otherwise not satisfied through online channels, serve an important purpose for Generation Z consumers. This thesis may thus offer value for retailers in how to balance various appreciated aspects of the physical store, whilst incorporating some of the desired elements of online, to increase the customer experience of physical stores.

The thesis deals with the influence of digital technology on retail in relation to the customer: how it affects their communication and interaction with the retailer or the whole shopping journey. First, history of retail up to the arise of e-commerce, current retail's global situation and situation in the Czech Republic is briefly summarized. Then specific aspects of brick-and-mortar and online stores are presented on the two respective typical shopping journeys. The core of the thesis is to determine the key trends, which are explained, followed by the description of technologies and presented on the specific examples of real-world solutions. Those trends include different means of goods handover (delivery, pickup or different self-service models), personalization and customization, natural language communication, virtual and augmented reality or robotization. The aim of the thesis is to define the direction in which retail will later evolve and what steps traditional retailers have to take in order to stay competitive. The thesis therefore synthesizes aspects with trends which demonstrates how trends try to solve problematic phenomena using technology. The conclusion includes a generalized conception of how retail will look like in the future, particularly a determination of two basic concepts...

application/pdf, The purpose of this paper is to understand the consumer’s showrooming behavior and suggest the direction for future research. Consumer’s shopping behavior has become complicated in the multichannel environment, which includes physical stores and the internet store. This behavior is influenced by the rapid diffusion of the internet and the smartphone as a commercial medium. In the context of multichannel retailing, it is a relatively new and growing trend that consumers often check out products in the physical store, using the smartphone to search information for a better deal, but make the purchase in a competing internet store to take advantage of lower prices. This free-riding behavior by consumers is referred to as “showrooming”. This emerging phenomenon is making the physical stores nervous. Consequently, the store retailers develop new store format “omnichannel retailing” toward the consumer’s complex behavior. This paper points out that the study of showroomer’s information search activities and purchasing behavior should be necessary in the future., 査読有