Abstract:

Purpose: Today, consumers are engaged in the processes of purchasing multiple marketing channels. Webrooming (webrooming) is one of these channels before consumers purchase offline from the store. The purpose of this study is to identify the factors that affect the intention of searching for information on the internet but to buy from the store (webrooming). In this study, the behavior has a significant impact on the intention to perform behavior due to the behavior to the behavior of webrooming, the perception of the search benefits, the perception of the purchase benefits, the product interest, the perception of the taste and the price awareness were addressed. Method: 432 surveys collected online in the study have applied structural equality modeling. The findings: The search benefits and price awareness have been found to affect the attitude towards webrooming behavior and have an impact on the intention toward webrooming behavior. The study found that the intention of webrooming behavior was influenced by the attitude towards webrooming behavior and that the search benefits and price awareness were influenced by the attitude towards webrooming behavior. It has also been concluded that product interest has an impact on the detected search benefit, the detected purchase benefit, the detected taste and price consciousness. Originality: The fact that there is no other study in which the variables discussed in the research framework are discussed together makes this research original. Purpose: Today, consumers include more than one marketing channel in their purchasing processes. One of these channels is for consumers to gather information from the internet before purchasing them offline from the store (webrooming). The aim of this study is to determine the factors that affect the intention to search for information on the internet but to purchase from the store (webrooming). In this study, perceived search benefit, perceived purchase benefit, product involvement, perceived enjoyment and price consciousness, which effect the attitude towards webrooming, are discussed. Method: Structural equation modeling was applied to 432 questionnaires collected online through a questionnaire. Findings: It has been found that perceived search benefit and price consciousness effect attitude towards webrooming behavior and have an effect on intention towards webrooming behavior. Implications: As a result, it has been understood that the intention towards webrooming is affected by the attitude towards webrooming, and perceived search benefit and price consciousness have an effect on the attitude towards webrooming. In addition, it was concluded that product involvement has an effect on perceived search benefit, perceived purchase benefit, perceived enjoyment and price consciousness. Originality: The fact that there is no other study in which the variables discussed within the scope of the research are discussed together makes this research unique.

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