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 Factors affecting consumers’ webrooming intention: A conceptual model for the consumer electronics sector in Vietnam
Tác giả hoặc Nhóm tác giả:  Dang Thi Thu Trang
Nơi đăng: The 3rd International Conference on Marketing in the Connected Age (MICA-2022); Số: 3;Từ->đến trang: 417-436;Năm: 2022
Lĩnh vực: Kinh tế; Loại: Bài báo khoa học; Thể loại: Quốc tế
TÓM TẮT
Due to widespread access to the internet, increasing mobile phone penetration, and developed information systems, a large number of consumers are increasingly adopting “webrooming” behavior which involves using online channels before buying in physical stores (Flavián, Gurrea, and Orús, 2016)‎. The objective of this article is to identify the impact of different factors on consumers’ webrooming intention. Semi-structured individual interviews with 20 customers in the consumer electronics sector in Vietnam were conducted to collect the empirical data for this explorative study. The results show that consumer traits (need for touch, need for interaction and price comparison orientation), channel-related factors (perceived usefulness of online search, perceived ease of online search, Perceived helpfulness of in-store salespeople and online risk perceptions) are the main factors influencing consumers’ webrooming intention in the consumer electronics sector. Moreover, we also find that attitude mediates the relationship between these factors and webrooming intention. Additionally, subjective norm and perceived behavioral control also influence consumers’ webrooming intention. The results also propose a conceptual model of consumers’ webrooming intention. Therefore, this subject not only offers interesting perspectives in terms of retailing channel strategies in the consumer electronics sector in Vietnam but also provides suggestions for future researches.
ABSTRACT
Due to widespread access to the internet, increasing mobile phone penetration, and developed information systems, a large number of consumers are increasingly adopting “webrooming” behavior which involves using online channels before buying in physical stores (Flavián, Gurrea, and Orús, 2016)‎. The objective of this article is to identify the impact of different factors on consumers’ webrooming intention. Semi-structured individual interviews with 20 customers in the consumer electronics sector in Vietnam were conducted to collect the empirical data for this explorative study. The results show that consumer traits (need for touch, need for interaction and price comparison orientation), channel-related factors (perceived usefulness of online search, perceived ease of online search, Perceived helpfulness of in-store salespeople and online risk perceptions) are the main factors influencing consumers’ webrooming intention in the consumer electronics sector. Moreover, we also find that attitude mediates the relationship between these factors and webrooming intention. Additionally, subjective norm and perceived behavioral control also influence consumers’ webrooming intention. The results also propose a conceptual model of consumers’ webrooming intention. Therefore, this subject not only offers interesting perspectives in terms of retailing channel strategies in the consumer electronics sector in Vietnam but also provides suggestions for future researches.
[ 2023\2023m010d027_15_19_36MICA_2022-Trang.pdf ]
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