Navigating the digital marketplace: perception, risks and webrooming intention
Sindu Bharath,
P. Nagesh,
T.S. Nanjundeswaraswamy
Abstract:PurposeThe purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB.Design/methodology/approachThe antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test.Finding… Show more
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