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EMAC 2022 Regional Conference

Relations between Consumer Impulsiveness and Webrooming Behaviour

Published: December 1, 2022


Jurgita Radzevice, KTU/ Kaunas University of Technology/ Academic Centre of Economics, Business and Management, ; Jūratė Banytė, Kaunas University of Technology


Webrooming behaviour, when the consumer combines different retail channels for product examination online and then purchases in store, is becoming a trend, but has not received enough researchers’ attention. Meanwhile, consumer impulsiveness has been shown to exert a key influence on online purchasing decisions. Consequently, the aim of this research is to explain the relations between consumer impulsiveness and webrooming behaviour. Utilising survey data from 411 respondents, the CB-SEM approach was employed. Findings reveal impulsiveness dimension self-indulgency as an independent construct, and the first empirical examination of the effect of impulsiveness and self-indulgency on webrooming behaviour, consumer attitude and intention.