#5300. How does convenience drive consumers webrooming intention?

August 2026publication date
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Journal’s subject area:
Marketing;
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Abstract:
Purpose: The aim of this study is to evaluate the impact of convenience on banking consumers webrooming intention. To fulfil this objective, this study empirically investigates how convenience impacts consumers webrooming intention, using a comprehensive moderated–mediation framework. The study investigates the mediating effects of perceived hedonic values and perceived utilitarian values and how these mediating effects are moderated by consumers perceived security concerns. Design/methodology/approach: Data were collected using a questionnaire-based offline survey from 534 banking users in India, using systematic sampling. The covariance-based structural equation modelling and PROCESS macro were used to examine the hypotheses.
Keywords:
Convenience; Perceived hedonic value; Perceived security concern; Perceived utilitarian value; Webrooming intention

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