ANALYSIS OF FACTORS AFFECTING WEBROOMING INTENTION LUXURY FASHION CONSUMER
In the multichannel era, consumers can take advantage of offline and online channels to have better purchasing decisions. Webrooming is a situation where consumers use online channels to gather information about products and make purchases offline at physical stores. This study aims to identify the factors that encourage luxury fashion consumers to have webrooming intentions using the technology acceptance model (TAM). This study uses the mediation of hedonic and utilitarian values as mediation of luxury goods purchases and online risk perception that affect consumer webrooming intentions. Also, researchers add consumer innovativeness as moderation to obtain more profound findings. The analytical technique used in this research is PLS-SEM and PROCESS Macro to test the formulated hypothesis. This research had 436 respondents who are in the age group of 18 to 41 years who do webrooming to buy luxury fashion products. It was found that the perceived usefulness of online search, perceived ease of online search, need for touch, sales staff assistance, and socialization had a positive and significant effect on webrooming intention. Utilitarian values mediate the relationship to webrooming purpose. The online risk reduces the functional significance of luxury consumers in webrooming. Then, consumer innovativeness increases the practical influence on webrooming intention. The results of this study are expected to provide insight for recommendations regarding marketing strategies that can be applied by luxury fashion marketers for online and offline channels, as well as managing channel-switching behavior.
Webrooming intention, multichannel, luxury fashion, technology acceptance model (TAM), PLS-SEM, PROCESS Macro.