Factors Influencing Purchase Behavior and Loyalty Among Showrooming and Webrooming Online Shoppers
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บทคัดย่อ
The objective of this research is to study the two shopping behaviors that influence the purchase of products, which are showrooming and webrooming, on the purchasing behavior and loyalty of showrooming and webrooming online shoppers. This is cross-sectional research collecting data via online channels from 549 people who have experience in online shopping. Data were analyzed using frequency, percentage, mean, standard deviation, correlation analysis, confirmatory factor analysis (CFA), and structural equation analysis (SEM). The results of hypothesis testing show that showrooming purchases are positively influenced by product quality perception, excitement of price comparison, product complexity perception, and geographic accessibility. Consequently, showrooming purchasing behavior has a positive influence on showrooming purchasing loyalty. Although, online security concerns were found to have no significant effect on showrooming purchasing behavior.
For webrooming purchase, it shows a significant positive influence between the factors that influence the purchase of webrooming products in terms of product quality perception, product complexity perception, and online security concerns. Geographic access has a positive influence on webrooming purchasing behavior, and webrooming purchasing behavior has a positive influence on showrooming purchasing loyalty. However, it was found that the factor that influences webrooming purchasing behavior, the excitement of price comparison, has no influence on webrooming purchasing behavior. The results show that understanding of showrooming and webrooming purchasing behaviors provide insights for businesses to enhance consumer loyalty in the online retail context.
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