A Conceptual Framework on Webrooming Behavior of Luxury Customers (The Case of Gold and Jewelry)
سال انتشار: 1403
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 33
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شناسه ملی سند علمی:
JR_DCM-5-8_001
تاریخ نمایه سازی: 19 اسفند 1402
چکیده مقاله:
Purpose: The development of e-commerce and online shopping has given rise to emerging concepts of consumer behavior, including webrooming. Due to the novelty of the concept of webrooming in this study, an attempt has been made to provide a conceptual framework to explain this behavior and the factors affecting its formation.Method: In this regard, a field survey study was conducted by distributing questionnairy among a sample consisting of ۳۸۴ gold and jewelry customers in Tehran. The questionnaires consisting of ۹ dimensions and ۳۸ items were distributed among the members of the statistical sample after ensuring reliability and validity. Data analysis along with partial least squares technique and Smart PLS software were used.Findings: According to the results, the benefits of online and offline channels have a significant impact on webrooming attitude; It was also discovered that attitude, perceived risk, anticipated regret, subjective norms and behavioral control have a significant impact on behavioral inclination and webrooming.Conclusion: The results of goodness of fit showed that the proposed model in this research has a good validity and fit. Given that webrooming has a negative impact on online sales; the results help online retailers mitigate this phenomenon by targeting webrooming antecedents.
کلیدواژه ها:
نویسندگان
Saghar Zarinkamar
Ph.D. Candidate in Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran
Azam Rahimi Nik
Associate Professor, Department of Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran
Abbas Heydari
Assistant Professor, Department of Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran