Exploring Gen Y Luxury Consumers’ Webrooming Behavior: An Integrated Approach

IF 4 Q2 BUSINESS

Australasian Marketing Journal Pub Date : 2021-06-08 DOI:10.1177/18393349211022046

Sheetal Jain, Amit Shankar

引用次数: 13

Abstract

This study investigates Gen Y luxury consumers’ webrooming behavior. A total of 402 usable responses were collected using questionnaire surveys from the millennials in India. Confirmatory factor analysis (CFA) and PROCESS Macro were run to test the hypotheses. The findings show that the link between perceived usefulness of searching online, perceived ease of searching online, and webrooming intention is significantly mediated by attitude toward webrooming. Results also indicate that online risk perception moderates the association of attitude toward webrooming with webrooming intention. The results of this research will help luxury marketers in formulating effective channel strategies to maximize their reach via both offline and online channels. This study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers’ webrooming intention using an integrated Technology Acceptance Model (TAM)–Theory of Reasoned Action (TRA) framework.

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探索Y世代奢侈品消费者的网络空间行为：一种综合方法

本研究调查了Y世代奢侈品消费者的网络聊天行为。通过对印度千禧一代的问卷调查，共收集了402份可用的回复。验证性因素分析（CFA）和PROCESS Macro对这些假设进行了检验。研究结果表明，在线搜索的有用性、在线搜索的易用性和网络空间意向之间的联系在很大程度上由对网络空间的态度介导。研究结果还表明，网络风险感知调节了对网络空间的态度与网络空间意图的关联。这项研究的结果将有助于奢侈品营销人员制定有效的渠道策略，通过线下和线上渠道最大限度地扩大他们的影响力。本研究通过使用综合技术接受模型（TAM）-理性行动理论（TRA）框架来检验奢侈品消费者的网络空间意向，为奢侈品营销和零售文献提供了一些贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australasian Marketing Journal BUSINESS-

CiteScore

14.90

自引率

16.70%

发文量

期刊介绍： The Australasian Marketing Journal (AMJ) is the official journal of the Australian and New Zealand Marketing Academy (ANZMAC). It is an academic journal for the dissemination of leading studies in marketing, for researchers, students, educators, scholars, and practitioners. The objective of the AMJ is to publish articles that enrich and contribute to the advancement of the discipline and the practice of marketing. Therefore, manuscripts accepted for publication will be theoretically sound, offer significant research findings and insights, and suggest meaningful implications and recommendations. Articles reporting original empirical research should include defensible methodology and findings consistent with rigorous academic standards.