 Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approachAmit Shankar and Sheetal Jain Journal of Retailing and Consumer Services, 2021, vol. 58, issue C Abstract: The aim of this study to investigate factors affecting luxury consumers’ webrooming intention using a moderated mediation framework. The study also investigates the mediating effects of perceived hedonic value and perceived utilitarian value and how these mediating effects are moderated by online risk perceptions. Data were collected using offline survey from 374 luxury consumers in India, using systematic sampling. The results indicated that perceived usefulness of online search, need for touch and socialization have significant impact on webrooming intention. Perceived hedonic value and perceived utilitarian value mediate the effect of variables on webrooming intention and mediation effect of perceived utilitarian value varied between high and low levels of online risk perceptions. Findings of this study will help luxury retailers in managing consumer channel switching behaviour. The study enriches luxury marketing literature by examining emerging webrooming, channel switching phenomenon. Keywords: Webrooming intention; Perceived hedonic value; Perceived utilitarian value; Online risk perceptions; Luxury consumption (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s096969892031314x DOI: 10.1016/j.jretconser.2020.102306 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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