Marketing

Neuroscience

Statistics

Social psychology

Mediation

Operating system

Computer science

Structural equation modeling

Business

Advertising

Psychology

Mathematics

Value (mathematics)

Moderated mediation

Sociology

Socialization

Online and offline

Perception

Risk perception

Machine learning

Social science

Journal of Retailing and Consumer Services

The aim of this study to investigate factors affecting luxury consumers’ webrooming intention using a moderated mediation framework. The study also investigates the mediating effects of perceived hedonic value and perceived utilitarian value and how these mediating effects are moderated by online risk perceptions. Data were collected using offline survey from 374 luxury consumers in India, using systematic sampling. The results indicated that perceived usefulness of online search, need for touch and socialization have significant impact on webrooming intention. Perceived hedonic value and perceived utilitarian value mediate the effect of variables on webrooming intention and mediation effect of perceived utilitarian value varied between high and low levels of online risk perceptions. Findings of this study will help luxury retailers in managing consumer channel switching behaviour. The study enriches luxury marketing literature by examining emerging webrooming, channel switching phenomenon.

Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach