• Èêîíà çà ñìÿíà íà åçèêà íà áúëãàðñêè
  • Icon to change language to english

THE PRACTICE OF WEBROOMING IN GENERATION Z: EMPIRICAL ANALYSIS ON PERUVIAN BUYERS

Authors

Keywords
Webrooming, Retail Channel, Channel Integration, Generation Z

Abstract
This article focuses on the practice of webrooming among Generation Z youth residing in metropolitan Lima. The research seeks to answer the following question: How do convenience orientation and impulse buying propensity influence the practice of webrooming, and how does this practice impact channel integration and purchase preferences in physical stores? To address this, a conceptual model was developed based on relevant academic literature, which was validated through field research. An online survey with Likert-scale questions was conducted with a non-probability sample of 384 young individuals with webrooming experience. Data analysis was carried out using Structural Equation Modeling (SEM), a technique appropriate for the type of hypotheses and sample size. The main results reveal that: 1) convenience orientation negatively influences webrooming; 2) impulse buying in digital media is driven by factors such as website design, product features, and retailer strategies; and 3) webrooming moderates the relationship between channel integration and purchase intention in physical stores, particularly among Generation Z consumers. These findings contribute both to the academic field and to omnichannel retail management by providing a better understanding of the behavior of a key segment entering the Economically Active Population.

JEL: M31, D91, C38
Pages: 25

To view the full text of the article click on the relevant button below.

More titles

  • CORPORATE TRANSPARENCY AND DISCLOSURE: METRICS OF MACEDONIAN JOINT STOCK COMPANIES

    The disclosure and transparency of joint stock companies is fostering safe and sound governing of joint stock companies and reduces the risks of corporate crises and scandals. The purpose of the research is to identify the transparency level of the Macedonian listed companies that are obligated to comply with the Corporate Governance Code of the ...

  • CHALLENGES AND SOLUTIONS FOR SUSTAINABLE TRANSPORT IN THE ERA OF NEW ENVIRONMENTAL REQUIREMENTS IN BULGARIA AND TÜRKIYE

    The background of the research is based upon the conclusions of the International Transport Forum (OECD, 2-21) that one of the big challenges for the environment comes from the transportation sector, which is responsible for approximately 23% of the discharged CO2 emissions; this quantity is expected to increase to 40% by 2030 and to 60% by 2050. ...

  • FORECASTING THE EFFECTIVENESS OF NON-STATE PENSION FUND INVESTMENT STRATEGIES: THE CASE OF GEORGIA

    This paper evaluates the effectiveness of Georgia’s non-state pension fund using monthly data for 2022–2023 and develops short-to-medium-term forecasts to 2030. We assemble indicators on pension contributions, investment returns, and the exchange rate, and define a fund-effectiveness measure to capture the system’s ability to meet obligations. ...