Pinto, Diego CostaBarreto, Amanda López2023-11-272023-11-272023-10-26http://hdl.handle.net/10362/160551Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engOnline TrustOnline IntimacyRetail Online ShoppingB2C E-commerceShowroomingWebroomingAvoidanceSDG 4 - Quality educationSDG 9 - Industry, innovation and infrastructureSDG 12 - Responsible production and consumptionmaster thesis203389140