| Abstract [eng] |
59 pages, 14 tables, 1 picture, 108 references The main purpose of this master thesis is to determine the impact of consumers‘ perceived risks and usefulness on attitude to webrooming behavior. The work consists of three main parts: the analysis of literature, the research, and its results, conclusion, and recommendations. Literature analysis presents multichannel consumer behavior, shopping habits of different generations and the use of mobile devices in a multichannel environment. Moreover, literature analysis reviews webrooming behavior and the perceived risks and usefulness in a multichannel environment. Based on the literature review, the author developed a research methodology to investigate and evaluate consumers' motives toward webrooming behavior using mobile devices. The quantitative type of research chosen for the implementation of the research goal was an online survey. The author has carried out the study among Internet users aged 18 and older living in Lithuania. The results of the research were statistically processed with the SPSS programme. After factor analysis, the study variables were divided into 9 factors. The hypotheses of the study were tested by correlation and regression methods. The results of the study showed that a positive attitude towards searching for information online and buying in physical stores are the main motives that motivate users to engage in multi-channel webrooming behavior. Consumers are aware of the usefulness of online information, the benefits of mobile devices to search for information, and the need to know a lot information about the product to start multi-channel online behavior, and end the purchase in a physical store to touch the product and realize the risks of shopping online. Mobile devices are most often used for searching of information, which helps to find the necessary information about the product quickly and efficiently, and informed consumers can feel more confident in their knowledge, so the benefits of in-store consultants no longer have a positive effect on in-store shopping. The conclusions and suggestions of the work summarize the analysis of the literature and the results of the empirical research. The author believes that the results of the study can be useful for physical and online clothing stores to attract more consumers and encourage them to make the final purchase. |
