MEDIATING ROLE OF PERCEIVED USEFULNESS OF WEBROOMING IN THE IMPACT OF PERCEIVED EASE OF SEARCHING ONLINE ON ATTITUDE TOWARD WEBROOMING

Yıl 2024, , 215 - 232, 18.12.2024

Mehmet Kürşat Tüzemen , Gülçin Bilgin Turna

https://doi.org/10.17753/sosekev.1446538

Öz

“Webrooming” refers to the practice where consumers search products online before purchasing them in a physical store. Webrooming is a complex behavior driven by the need for detailed research, the desire for a tangible product experience, convenience, trust, and social considerations. The main purpose of this study is to examine the effect of Internet users’ perceived ease of searching online (PESO) on their attitudes toward Webrooming (ATW) while analyzing the possible mediating role of perceived usefulness of webrooming (PUW) in this effect. Besides, difference analyses are adopted to understand whether PESO, ATW and PUW values change according to gender, age, education, marital status and income level. 322 surveys collected online by convenience sampling method were analyzed. The results show that perceived ease of search in the online environment affects the attitude toward webrooming. In addition, the perceived usefulness of webrooming is a full mediator in the effect of perceived ease of searching online on attitude toward webrooming. This finding suggests the convenience and effectiveness of online research translate into a perceived benefit, enhancing the overall attractiveness of webrooming.

Anahtar Kelimeler

Webrooming, Perceived ease of searching online, Attitude toward webrooming, Perceived usefulness of webrooming, Mediation

Algılanan Çevrimiçi Arama Kolaylığının Webrooming Kavramına İlişkin Tutum Üzerindeki Etkisinde Webrooming Kavramının Algılanan Faydasının Aracılık Rolü

Öz

“Webrooming”, tüketicilerin bir ürünü fiziksel bir mağazadan satın almadan önce çevrimiçi ortamda araştırmalarını ifade etmektedir. Webrooming, ayrıntılı araştırma ihtiyacı, somut bir ürün deneyimi arzusu, kolaylık, güven ve sosyal kaygılardan kaynaklanan karmaşık bir davranıştır. Bu çalışmanın temel amacı, İnternet kullanıcılarının algılanan çevrimiçi arama kolaylığının (PESO), webrooming davranışına yönelik tutum (ATW) üzerindeki etkisini incelemek ve bu etkide webrooming davranışının algılanan faydasının (PUW) olası aracı rolünü analiz etmektir. Ayrıca PESO, ATW ve PUW ölçeklerindeki değerlerin cinsiyete, yaşa, eğitime, medeni duruma ve gelir düzeyine göre değişip değişmediğini anlamak için fark analizleri yapılmıştır. Kolayda örnekleme yöntemiyle çevrimiçi ortamda toplanan 322 anket analize tabi tutulmuştur. Sonuçlar, çevrimiçi ortamda algılanan arama kolaylığının webrooming davranışına yönelik tutumu etkilediğini göstermektedir. Webrooming davranışının algılanan faydasının, çevrimiçi arama yapmanın algılanan kolaylığının webrooming davranışına yönelik tutum üzerindeki etkisinde tam bir aracı olduğu tespit edilmiştir. Bu bulgu, çevrimiçi araştırmanın rahatlığı ve etkililiğinin, webrooming davranışının genel çekiciliğini artırarak algılanan bir faydaya dönüştüğünü göstermektedir.

Anahtar Kelimeler

Webrooming, Çevrimiçi ortamda araştırma yapmaya yönelik algılanan kolaylık, Webrooming davranışına yönelik tutum, Webrooming kavramının algılanan kullanışlılığı, Aracılık etkisi

Etik Beyan

Makale, etik kurallara uygun bir şekilde yazılmıştır

Destekleyen Kurum

Yoktur

Teşekkür

Anket katılımcılarına teşekkür ederiz

Kaynakça

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