Document Type : Original Article

Authors

1 Department of Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran

2 Department of Business Management, Central Tehran Branch, Islamic Azad university, Tehran, Iran (Corresponding Author)

10.22054/dcm.2022.68116.1097

Abstract

The development of e-commerce and online shopping has given rise to emerging concepts of consumer behavior, including webrooming. Webrooming refers to searching for information from online channels and making purchases in offline stores, and is one of the new concepts in consumer shopping behavior for which the Persian equivalent has not yet been defined. 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. In this regard, a field survey study was conducted by distributing a questionnaire in a sample consisting of 384 gold and jewelry customers in Tehran. The questionnaire used consisted of 9 dimensions and 38 items which were distributed among the members of the statistical sample after ensuring reliability and validity. Data analysis using partial least squares technique and Smart PLS software was used. Based on the results, it was found that the benefits of online and offline channels have a significant effect on webrooming attitude; It was also found that attitude, perceived risk, anticipated regret, subjective norms and behavioral control have a significant effect on behavioral inclination and webrooming, and the latter has a positive and significant effect on webrooming behavior. The results of good 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.

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