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All Journal JURNAL SAINS PEMASARAN INDONESIA International Research Journal of Business Studies
Mawar Firdausi, Asri Sekar
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : JURNAL SAINS PEMASARAN INDONESIA

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Shopping Behavior Webrooming in Fulfilling Individual Needs From A Perspective Self-Determination Theory Rahma, Resita Septia; Ramdan, Abdi; Mawar Firdausi, Asri Sekar; Alim, Taqdirul
Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) Vol 23, No 3 (2024): Desember
Publisher : Master of Management Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14710/jspi.v23i3.214-228

Abstract

The development of current consumer behavior shows shopping behavior using more than one channel to reduce fog. This study tries to offer a theoretical concept of omnichannel shopping behavior based on self-determination theory to explain what drives and motivates consumers to do webrooming behavior. This study was conducted using a survey method on 206 consumers who had done webrooming behavior using SEM-PLS analysis. Empirical results indicate that the needs of the three individuals with self-determination are proven to be drivers of consumers in doing webrooming behavior. However, unlike the testing of moderation variables, the three self-determination needs do not fully moderate and only product characteristics moderate the relationship between autonomy variables and webrooming behavior
Co-Authors Alim, Taqdirul Lita Ningrum Afriani Rahma, Resita Septia Ramdan, Abdi Resita Septia Rahma