PERILAKU BELANJA WEBROOMING DALAM PEMENUHAN KEBUTUHAN INDIVIDU DARI PERSEPKTIF SELF-DETERMINATION THEORY

Resita Septia Rahma

Sari


Abstract :  The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior.

 

Keywords :  Consumer Behavior, Omnichannel,  Shopping, Self-determination, Webrooming

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DOI: http://dx.doi.org/10.30811/ekonis.v26i2.6034

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