جستجوی مقالات مرتبط با کلیدواژه « کالاهای با درگیری ذهنی زیاد » در نشریات گروه « علوم انسانی »

This qualitative study explored the lived experiences of Generation Y consumers regarding the phenomenon of "webrooming" - the practice of researching products online before making purchases in physical stores. Adopting a descriptive phenomenological approach, the research aimed to identify the perceived benefits that drove consumers' online research and in-store purchasing behaviors for products involving high customer involvement. Purposive sampling was used and the data were collected through semi-structured interviews with 18 participants, reaching theoretical saturation. The interview transcripts were analyzed using Colaizzi's method and MAXQDA software. The analysis revealed 4 key components underlying the perceived benefits of online product research: prior knowledge and experience, risk assessment, price awareness, and response to customer involvement. Additionally, 3 components were identified as the experienced benefits of making purchases in physical stores: buying assurance, shopping pleasure, and cost savings. The validity of the coding process was confirmed through agreement between two coders and participant feedback. The findings provided insights into the multifaceted consumer decision-making process involving the synergistic use of online and offline retail channels for high-involvement purchases.