Examining generation Z consumers’ webrooming intention: the mediating role of hedonic value and utilitarian value

Abstract

The orientation of consumers' purchasing behavior, including the customer's shopping journey, shopping channels, forms of shopping, etc. has been constantly changing at a rapid rate in recent years. Customers' purchase intention and behavior are gradually altering as a result of their use of electronic devices. There are those who believe that shopping through social networking sites, e-commerce platforms, and other online platforms is endangering the existence of physical stores; however, shopping through webrooming preserves the direct interaction between the buyer and the retailer. This study proposes and empirically validates a research model to analyze factors influencing consumers' inclination to webroom when shopping for consumer electronics in this environment. These variables are classified into two categories: customer traits (e.g., need for touch and price comparison) and channel-related factors (e.g., online search convenience, perceived helpfulness of in-store salespeople and offline purchase effort). The study also investigates the mediating role of hedonic value and utilitarian value through the Stimulus-Organism-Response Model and the Means-End Chain theory. The study collects information and data by both qualitative and quantitative survey forms. The number of valid responses is 280 from Generation Z consumers in Vietnam in the field of consumer electronics purchases. The findings suggest that there are direct and/or indirect effects (through hedonic value and utilitarian value) of consumer traits and channel-related factors on intention to webroom. The findings of this study will aid sellers of consumer electronic devices in controlling and anticipating customer behavior while employing omnichannel shopping. Research enriches domestic and foreign documents in this field.