The Mediating Role of Brand Trustworthiness in the Relationship Between Consumers' Webrooming and Showrooming Tendencies and Purchase Intentions

Abstract

Purpose – The research aims to analyse the impact of consumers' webrooming and showrooming tendencies on their purchase intentions and to evaluate the mediating role of brand trust in this relationship. Design/methodology/approach – The data obtained within the scope of the research were evaluated with descriptive statistics and independent sample t-test and structural regression model, which is a synthesis of confirmatory factor analysis and path analysis, were used to test the hypotheses. Before conducting hypothesis tests, hypothetical examinations such as univariate and multivariate outlier detection and normality examination, linearity, multicollinearity and singularity were carried out. Findings – According to the findings obtained within the scope of the study, the webrooming and showrooming tendencies of consumers and the effects of these tendencies on their purchase intentions were examined. Webrooming behaviour did not have a direct or indirect effect on consumers' purchase intentions. However, it was observed that consumers who showed showrooming behaviour increased their purchase intentions in relation to brand trust. While male consumers' trust in the brand has a higher effect on their purchase intention, it is also seen that male consumers show a higher tendency in webrooming behaviour and prefer physical channels more during purchasing. Discussion – According to the findings, businesses should develop strategies to increase brand trust both in physical stores and online platforms. It is critical for retailers to respond to consumer needs by offering multi-channel customer experience in order to gain competitive advantage.