Exploring Gen Y Luxury Consumers' Webrooming Behavior: An Integrated Approach

This study investigates Gen Y luxury consumers' webrooming behavior. A total of 402 usable responses were collected using questionnaire surveys from the millennials in India. Confirmatory factor analysis (CFA) and PROCESS Macro were run to test the hypotheses. The findings show that the link between perceived usefulness of searching online, perceived ease of searching online, and webrooming intention is significantly mediated by attitude toward webrooming. Results also indicate that online risk perception moderates the association of attitude toward webrooming with webrooming intention. The results of this research will help luxury marketers in formulating effective channel strategies to maximize their reach via both offline and online channels. This study provides several contributions to the luxury marketing and retailing literature by examining luxury consumers' webrooming intention using an integrated Technology Acceptance Model (TAM)-Theory of Reasoned Action (TRA) framework.