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크로스채널 상거래 소비자의 심리적 소유감과 웹루밍 효과

Author

박상철

Journal Title

유통경영학회지

Publication Year

2020

Topics

#Psychology
#Trade

Summary

This study empirically analyzed the impact of psychological ownership on online purchase intention and the mediating effect of webrooming in a cross-channel commerce environment. Survey results showed that psychological ownership reduces webrooming, webrooming lowers online purchase intention, and psychological ownership increases online purchase intention. Furthermore, webrooming was found to have a moderating effect on the relationship between psychological ownership and online purchase intention, weakening the relationship.

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