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Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Multichannel Consumer Behavior Webrooming Motivations fsQCA Discriminant Analysis
Contexto Educativo
Citação
Santos, Susana Fernandes dios e Helena Martins Gonçalves. (2019). “Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations”. Journal of Business Research, Vol. 101: pp. 757-766
Editora
Elsevier