Vol. 10 No. 1 (2022): Business & Management Studies: An International Journal
Articles

The mediating effect of price sensitivity on the relationship between webrooming behaviour and consumer cynicism

Esra Özkan Pir
Assist. Prof. Dr., Erzincan Binali Yıldırım University, Erzincan, Turkey

Published 2022-03-26

Keywords

  • Webrooming Davranışı, Tüketici Sinizmi, Fiyat Duyarlılığı
  • Webrooming Behaviour, Consumer Cynicism, Price Sensitivity

How to Cite

Özkan Pir, E. (2022). The mediating effect of price sensitivity on the relationship between webrooming behaviour and consumer cynicism. Business &Amp; Management Studies: An International Journal, 10(1), 340–365. https://doi.org/10.15295/bmij.v10i1.2017

Abstract

With the changing market conditions and the penetration of technology into our lives more and more each day, brands are directed to find different marketing channels where they can interact with their consumers. For this reason, consumers use various ways in their purchasing stages. Webrooming behaviour, which is used to make purchases from various physical stores after obtaining information about products from online channels, is one of these channels that is frequently used. This study aims to determine the mediating effect of price sensitivity in the relationship between webrooming behaviour and consumer cynicism. In addition to determining the instrumental effect, the study aims to evaluate webrooming behaviour, consumer cynicism and price sensitivity in terms of demographic variables. The data used in the study were obtained across Turkey by face-to-face and online survey methods. Analysis of the study was done with SPSS 24.0 program. While evaluating the data, descriptive statistical methods (Frequency, Ratio, Minimum, Maximum, Mean, Standard Deviation, Median) and kurtosis and skewness values ​​are presented to determine the normality of the data. The PROCESS macro developed by Hayes was used to measure the mediation effect. As a result of the analyses, it was determined that price sensitivity partially affects the relationship between webrooming behaviour and consumer cynicism, and the differences in the variables according to demographic characteristics were revealed.

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