Perilaku Belanja Webrooming Dalam Pemenuhan Kebutuhan Individu Dari Persepktif Self-determination Theory
Year: 2024
Type: article
Study design: Observational Study
Abstract: : The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior. Keywords : Consumer Behavior, Omnichannel, Shopping, Self-determination, Webrooming
Source: Ekonis Jurnal Ekonomi dan Bisnis
Author: Resita Septia Rahma
Institution: Politeknik Piksi Input Serang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404725167