Autor(es): Santos, Susana Fernandes dos ; Gonçalves, Helena Martins
Data: 2019
Identificador Persistente: http://hdl.handle.net/10400.5/25108
Origem: Repositório da Universidade de Lisboa
Assunto(s): Multichannel Consumer Behavior; Webrooming; Motivations; fsQCA; Discriminant Analysis
This study examines how different motivations determine three types of webrooming: traditional webrooming, webrooming extended to include mobile devices, and multidevice webrooming. The examination uses in- formation-processing and uncertainty-reduction theories and fsQCA and discriminant analysis methods. The data derived from a convenience sample obtained through personal and online surveys. The results from the discriminant analysis indicate a significantly positive effect of information attainment on explaining all beha- viors, and price comparison orientation and empowerment for mobile-related behaviors. The fsQCA findings show various motivational configurations for each webrooming behavior. In almost all, both information-pro- cessing and uncertainty-reduction motivations exist that support the importance of the underlying theories in explaining webrooming. Furthermore, empowerment is more relevant in behaviors where mobile device usage is always present. This study enriches the theoretical body of the webrooming construct, and the results can guide marketing and multichannel managers in developing differentiated strategies that address consumers' web- rooming-specific needs.
This work was supported by FCT, I.P.
