Perilaku Belanja Webrooming Intention Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Dharma Andalas
Abstract
The purpose of this study was to determine the effect of perceived usefullness of online search, perceived ease of online search, need for touch, sales staff assistance, socialization on the webrooming intention of FEB Dharma Andalas University students. The research sample consisted of 292 people using the Slovin formula. Primary data was collected using a non-probability sampling technique using a Likert scale questionnaire. All the results of the instrument test and the classical assumption test complied in order to obtain the equation Y = 0.028 + 0.095X1 - 0.291X2 + 0.406X3 + 0.486X4 + 0.156X5 + e. The results of partial hypothesis testing show perceived usefullness of online search, perceived easy of online search, need for touch, sales staff assistance have a significant positive effect on webrooming intention of FEB students at Dharma Andalas University except socialization has a significant negative effect on webrooming intention. Correlation of perceived usefullness of online search, perceived ease of online search, need for touch, sales staff assistance, socialization with high webrooming intention 0.915. Perceived usefullness of online search, perceived ease of online search, need for touch, sales staff assistance, socialization is able to explain the webrooming intention of undergraduate students of Management FEB Dharma Andalas University by 0.835 while the remaining 0.165 is explained by other variables not included in the research model.
ABSTRAK
Tujuan penelitian ini adalah mengetahui pengaruh perceived usefullness of online search, perceived easy of online search, need for touch, sales staff assistance, socialization, terhadap webrooming intention mahasiswa FEB Universitas Dharma Andalas. Sampel penelitian terdiri dari 292 orang menggunakan rumus Slovin. Data primer dikumpulkan dengan teknik non probability sampling menggunakan angket skala Likert. Semua hasil uji instrumen dan uji asumsi klasik memenuhi sehingga didapat persamaan Y = 0,028 + 0,095X1 - 0.291X2 + 0.406X3 + 0,486X4 + 0,156X5 + e. Hasil pengujian hipotesis secara parsial menunjukkan perceived usefullness of online search, perceived easy of online search, need for touch, sales staff assistance berpengaruh positif signifikan terhadap webrooming intention mahasiswa FEB Universitas Dharma Andalas kecuali socialization berpengaruh negatif signifikan terhadap webrooming intention. Korelasi perceived usefullness of online search, perceived easy of online search, need for touch, sales staff assistance, socialization dengan webrooming intention tinggi 0,915. Perceived usefullness of online search, perceived easy of online search, need for touch, sales staff assistance, socialization mampu menjelaskan webrooming intention mahasiswa prodi S1 Manajemen FEB Universitas Dharma Andalas sebesar 0,835 sedangkan sisanya 0,165 dijelaskan oleh variabel lain yang tidak termasuk ke dalam model penelitian
References
Arora, S., & Sahney, S. 2017. Webrooming Behaviour: a Conceptual Framework. International Journal of Retail and Distribution Management. 45(7–8):762–781. https://doi.org/10.1108/IJRDM-09-2016-0158.
Arora, S., & Sahney, S. 2018. Consumer’s Webrooming Conduct: An Explanation Using the Theory of Planned Behavior. Asia Pacific Journal of Marketing and Logistics. 30(4) : 1040–1063. https://doi.org/10.1108/APJML-08-2017-0185.
Arora, S., & Sahney, S. 2019. Examining Consumer's Webrooming Behavior : An Integrated Approach. Marketing Intelligence and Planning. 37(3) : 339–354. https://doi.org/10.1108/MIP-05-2018-0152.
Arora, S., Singha, K., & Sahney, S. 2017. Understanding Consumer’s Showrooming Behaviour: Extending the Theory of Planned Behaviour. Asia Pacific Journal of Marketing and Logistics. 29(2) : 409–431. https://doi.org/10.1108/APJML-06-2016-0111.
Aw, Cheng Xi Eugene. 2019. Understanding the Webrooming Phenomenon: Shopping Motivation, Channel Related Benefits and Costs. International Journal of Retail & Distribution Management. 47(10) :1074–1092. https://doi.org/10.1108/IJRDM-01-2019-0026.
Aw, C. X. E., Kamal Basha, N., Ng, S. I., & Ho, J. A. 2021. Searching Online and Buying Offline: Understanding the Role of Channel, Consumer and Product Related Factors in Determining Webrooming Intention. Journal of Retailing and Consumer Services. 58(May 2020) : 102328. https://doi.org/10.1016/j.jretconser.2020.102328.
Aw, E. C. X. 2020. Understanding Consumer's Paths to Webrooming : A Complexity Approach. Journal of Retailing and Consumer Services. 53(October 2019). 101991. https://doi.org/10.1016/j.jretconser.2019.101991.
Baker, J., Ashill, N., Amer, N., Diab, E., (2018). The internet dilemma: an exploratory study of luxury firms’ usage of internet-based technologies. J. Retailing Consum. Serv.
Chiu, H. C., Hsieh, Y. C., Roan, J., Tseng, K. J., & Hsieh, J. K. 2011. The Challenge for Multi Channel Services : Cross Channel Free Riding Behavior. Electronic Commerce Research and Applications. 10(2) : 268–277. https://doi.org/10.1016/j.elerap.2010.07.002.
Criteo. 2020. Shopper Story 2020 Frence. Retrieved January 14, 2021, from https://www.offremedia.com/sites/default/files/criteo_shopper_story_2020_-_etude.pdf.
Davis, F.D., 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13 (3), 319–340.
Dekimpe, M.G., Geyskens, I., Gielens, K., 2020. Using technology to bring online convenience to offline shopping. Market. Lett. 31, 25–29.
Deloitte Insights. 2016. The New Digital Divide: The Future of Digital Influence in Retail. Retrieved January 14, 2021. from https://www2.deloitte.com/us/en/insights/industry/retail-distribution/digital-divide-changing-consumer-behavior.html.
Ecommerce Nation. 2019. 5 Differences Between the Showrooming and the Webrooming that You should Know • ECN | E-Commerce Nation. Retrieved January 14. 2021, from https://www.ecommerce-nation.com/5-differences-between-the-showrooming-and-the-webrooming-that-you-should-know/
eMarketer. 2014. Retailers Look to Merge Offline and Online Shopping Experiences in 2014. Retrieved January 14, 2021. From https://www.emarketer.com/Article/Retailers-Look-Merge-Offline-Online-Shopping-Experiences-2014/1010812.
Flavián, C., Gurrea, R., & Orús, C. 2019. Feeling Confident and Smart with Webrooming: Understanding the Consumer’s Path to Satisfaction. Journal of Interactive Marketing. 47 : 1–15. https://doi.org/10.1016/j.intmar.2019.02.002.
Gensler, S., Neslin, S. A., & Verhoef, P. C. 2017. The Showrooming Phenomenon: It’s More than Just About Price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar.2017.01.003.
Gonz´alez-Benito, ´O., Martos-Partal, M., San Martín, S., 2015. Brands as substitutes for the need for touch in online shopping. J. Retailing Consum. Serv. 27, 121–125.
Haas, A., Kenning, P., 2014. Utilitarian and hedonic motivators of shoppers’ decision to consult with salespeople. J. Retailing 90 (3), 428–441.
Heitz-Spahn, S. 2013. Cross Channel Free-Riding Consumer Behavior in a Multi Channel Environment: An Investigation of Shopping Motives, Sociodemographics and Product Categories. Journal of Retailing and Consumer Services. 20(6) : 570–578. https://doi.org/10.1016/j.jretconser.2013.07.006.
JRNI. 2019. What Retailers Need to Know about Webrooming and Showrooming. Retrieved January 13, 2021. from https://www.jrni.com/blog/webrooming-vs-showrooming.
Kalyanam, K., & Tsay, A. A. 2013. Free Riding and Conflict in Hybrid Shopping Environments: Implications for Retailers, Manufacturers and Regulators. The Antitrust Bulletin. 58(1) : 19–68. https://doi.org/10.1177/0003603X1305800102.
Kacen, J.J., Hess, J.D., Chiang, W.Y.K., 2013. Bricks or clicks? Consumer attitudes toward traditional stores and online stores. Global Economics and Management Review 18 (1), 12–21
Kang, J.Y.M., 2018. Showrooming, webrooming, and user-generated content creation in the omnichannel era. J. Internet Commer. 18 (2), 145–169.
Kumar, A. 2017. Extended TPB Model to Understand Consumer Selling Behaviour: Implications for Reverse Supply Chain Design of Mobile Phones. Asia Pacific Journal of Marketing and Logistics. 29(4) : 721–742. https://doi.org/10.1108/APJML-09-2016-0159.
Lemon, K. N., & Verhoef, P. C. 2016. Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing. 80(6) : 69–96. https://doi.org/10.1509/jm.15.0420.
Lester, D.H., Forman, A.M., Loyd, D., 2006. Internet shopping and buying behavior of college students. Serv. Market. Q. 27 (2), 123–138.
Li, H., Kuo, C., Rusell, M.G., 1999. The impact of perceived
Madahi, A., & Sukati, I. 2016. An Empirical Study of Malaysian Consumers’ Channel-Switching Intention: Using theory of Planned Behaviour. Global Business Review. 17(3) : 489–523. https://doi.org/10.1177/0972150916630447.
Manss, R., Kurze, K., & Bornschein, R. 2020b. What Drives Competitive Webrooming? The Roles of Channel and Retailer Aspects. International Review of Retail, Distribution and Consumer Research. 30(3) : 233–265. https://doi.org/10.1080/09593969.2019.1687104.
Nielsen. 2016. What Are Connected Shoppers Doing and Not Doing Online? –. Retrieved January 14, 2021. from https://www.nielsen.com/eu/en/insights/article/2016/what-are-connected-shoppers-doing-and-not-doing-online/
Peck, J., & Childers, T. L. 2013. Individual Differences in Haptic Information Processing : The Need for Touch Scale. Journal of Consumer Research. 30(3) : 430–442. https://doi.org/10.1086/378619.
Push On. 2018. Webrooming vs Showrooming. Retrieved January 14, 2021. From https://www.pushon.co.uk/reports/Webrooming-vs-Showrooming-Report-by-Push ON.pdf.
Sekaran, Uma. 2015. Research Methods for Business. Buku 2. Jakarta : Salemba Empat.
Shankar, A., & Jain, S. 2021. Factors Affecting Luxury Consumer's Webrooming Intention : A Moderated-Mediation Approach. Journal of Retailing and Consumer Services. 58(July 2020) : 102306. https://doi.org/10.1016/j.jretconser.2020.102306.
Sharma, A., Stafford, T.F., 2000. The effect of retail atmospherics on customers’ perceptions of salespeople and customer persuasion: an empirical investigation. J. Bus. Res. 49 (2), 183–191
Tormala, Z.L., Rucker, D.D., Seger, C.R., 2008. When increased confidence yields increased thought: a confidence-matching hypothesis. J. Exp. Soc. Psychol. 44 (1),
Verhoef, P. C., Kannan, P. K., & Inman, J. J. 2015. From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing. 91(2) : 174–181. https://doi.org/10.1016/j.jretai.2015.02.005.
Wang, Y.-M., Lin, H.-H., Tai, W.-C., & Fan, Y.-L. 2016. Understanding Multi Channel Research Shoppers : An Analysis of Internet and Physical Channels. Information Systems and E-Business Management.14(2): 389–413. https://doi.org/10.1007/s10257-015-0288-1.
