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The Influence Of Showrooming Towards Search Process Satisfaction That Mediated By Customer Experience In This Age Of Transformation |
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| รหัสดีโอไอ | |
| Title | The Influence Of Showrooming Towards Search Process Satisfaction That Mediated By Customer Experience In This Age Of Transformation |
| Creator | Yusepaldo Pasharibu |
| Contributor | Anastasia Aurora H. Lubalu, Eristia Lidia Paramita |
| Publisher | คณะบริหารธุรกิจ เศรษฐศาสตร์และการสื่อสาร |
| Publication Year | 2564 |
| Keyword | SHOWROOMING, CUSTOMER EXPERIENCE, SEARCH PROCESS SATISFACTION, CONFIDENCE, SMART SHOPPING FEELING |
| Abstract | Showrooming is part of the multichannel that consumers can choose in this age of transformation. It is because the changing technology allowed them to search and gather information about a product in the physical store and purchase a suitable product online. However, the research regarding showrooming towards search process satisfaction from a customer perspective could be explored more. This research aims to analyze the showrooming effect through confidence and smart shopping feeling toward the search process satisfaction of Indonesian cosmetic consumers. The data were collected using questionnaires from 100 respondents with a non-probability technique, particularly judgmental sampling with specific criteria. Thus, the data were examined using the Sobel test to examine the mediating variable. Finally, the research result showed that showrooming has a significant influence on customer experience, including confident and smart shopping feeling as well as the customer experience influences search process satisfaction. Moreover, customer experience also has a significant role as a mediation variable between showrooming and search process satisfaction. |
| ISBN | - |
| Language | EN |
| URL Website | http://www.bec.nu.ac.th/cutwebb/index.php |
| Website title | http://www.bec.nu.ac.th/becic2020/index.php |
