Keywords
Consumer Behavior
Distribution Channel
Fashion
Structural Equation Modeling
How to Cite
Abstract
Objective: In this paper, it is intended to study webrooming behavior - online information search, and in person purchase - on fashion products. It is done by proposing a simplified model for webrooming on purchasing fashion garments.
Method: A survey was conducted, obtaining 365 answers, and analyzed through structural equation modeling - PLS-SEM.
Results: It was found that online perceived risk and purchase channel evaluation are antecedents of webrooming attitude. Online perceived risk had a positive effect on the webrooming intention, however the webrooming behavior was only mediated by webrooming attitude and intention.
Relevance/originality: Because of socioeconomic and technological conditions, there is a change in consumption habits and channel use by the Brazilian consumers. The literature indicates movements such as e-commerce consolidation, economic instability, and evolving thinking and using fashion products. However, there is a gap related to channel adoption, in regard to cross-channel behavior. Specifically, webrooming is practiced by more people than showrooming, but it has less publications.
Theoretical/methodological contributions: For purchasing fashion products, online perceived risk affects webrooming behavior more deeply than other channel evaluation aspects.
Social/managerial contributions: This research contributes to channel management development with concepts, insights, and a validated model that's applicable in businesses and other organizations, thus promoting better control of operations and marketing efforts.
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