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Source: Journal Citation ReportsTM from ClarivateTM 2022

Entrepreneurship and Sustainability Issues Open access
Journal Impact FactorTM (2022) 1.7
Journal Citation IndicatorTM (2022) 0.42
Received: 2022-05-14  |  Accepted: 2022-08-29  |  Published: 2022-09-30

Title

Differences between webrooming and showrooming in terms of selected consumer perception factor


Abstract

In order to find out whether customers perceive (any) differences between the types of shopping channels (webrooming or showrooming) when it comes to buying clothes and footwear (given the selected factors), the study used the theoretical framework of the Technology Acceptance Model, the theory of Exploratory Consumer Behavior, and other factors (perceived risk, need for touch and feel, and price perception). The study is based on answers of 208 Slovak consumers (elicited on the basis of a questionnaire). By applying a non-parametric test of differences - the Wilcoxon test of two independent samples (Mann-Whitney U test), the study arrived at a conclusion that the differences between shopping channels are not significant when it comes to technology acceptance determinants (TAM determinants). From the point of view of exploratory behavior, the exploratory information seeking dimension turned out to be insignificant. However, the research showed that webroomers prefer exploratory acquisition. The differences between the purchasing channels in terms of other analysed factors also proved to be significant. In all cases, higher tendencies were identified for webrooming. The paper upholds the idea of integrating purchase channels and highlights the need to track the purchase journey of customers who interact with businesses through many different channels and touchpoints, both online and offline. The paper will serve marketers, as a better understanding of the purchasing behavior of customers will help businesses set up more relevant marketing and business strategies, and thus improve their market position. Towards the end, the paper presents business recommendations and suggest possibilities for further research.


Keywords

webrooming, showrooming, omnichannel consumer behaviour, exploratory behaviour, Technology Acceptance Model (TAM)


JEL classifications

M21 , M30 , M31


URI

http://jssidoi.org/jesi/article/1001


DOI


Pages

378-394


Funding

This research was funded by VEGA No. 1/0488/22: “Research in digital marketing in the field of tourism with an emphasis on the principles of sustainability in a post-pandemic market environment”; and VEGA No. 1/0694/20: “Relational marketing research - perception of e-commerce aspects and its impact on purchasing behaviour and consumer preferences”; and VEGA No. 1/0590/22: „Exploration of natural, social and economic potential of areas with environmental burdens in the Slovak Republic for the development of specific forms of domestic tourism and quantification of environmental risks”.

This is an open access issue and all published articles are licensed under a
Creative Commons Attribution 4.0 International License

Authors

Oleárová, Mária
University of Prešov, Prešov, Slovakia http://www.unipo.sk
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Gavurova, Beata
Technical University of Košice, Košice, Slovakia http://www.tuke.sk
Articles by this author in: CrossRef |  Google Scholar

Bačík, Radovan
University of Prešov, Prešov, Slovakia http://www.unipo.sk
Articles by this author in: CrossRef |  Google Scholar

Pavlinska, Katarina
University of Prešov, Prešov, Slovakia http://www.unipo.sk
Articles by this author in: CrossRef |  Google Scholar

Journal title

Entrepreneurship and Sustainability Issues

Volume

10


Number

1


Issue date

September 2022


Issue DOI


ISSN

ISSN 2345-0282 (online)


Publisher

VšĮ Entrepreneurship and Sustainability Center, Vilnius, Lithuania

Cited

Google Scholar

Article views & downloads

HTML views: 1382  |  PDF downloads: 718

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