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Shopping behaviour in B2C Retail Online Shopping: A study on the mediation effect of E-commerce Trust and Intimacy perception in Webrooming, Showrooming and Avoidance
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Resumo(s)
This study aims to analyze the mediation effects of Trust and Intimacy in B2C Online Shopping sites,
also referred to as E-commerce. Also, deepen on the effect of these concepts in the selection of a
purchase channel, phenomenons known as Webrooming or Showrooming; or as opposite,
Avoidance. To analyze these concepts, this dissertation is based on different theories, an extensive
Literature Review, and the statistical analysis of 500 online surveys made to Online Shopping usual
buyers in Spain. Based on this, an empirical test is made, using PLS-SEM and a disjoint two-stage
approach, to determine a correlation between the SOR-based Conceptual Framework concepts and
the Hypotheses. It concludes by confirming that Trust, and also Intimacy, positively affect Online B2C
E-commerce perception, and have a direct mediation effect on Webrooming, Showrooming, and
Avoidance. These and other results imply new contributions – among others – to retailers, specially
those that implement omnichannel strategies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Online Trust Online Intimacy Retail Online Shopping B2C E-commerce Showrooming Webrooming Avoidance SDG 4 - Quality education SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption