Mas e ’s Deg ee P og am in
Da a-D i en Ma ke ing
Shopping beha iou in B2C Re ail Online Shopping:
A s udy on he media ion e ec o E-comme ce T us and In imacy
pe cep ion in Web ooming, Show ooming and A oidance
Amanda López Ba e o
Disse a ion
p esen ed as pa ial equi emen o ob aining he Mas e Deg ee P og am in Da a-D i en Ma ke ing
NOVA In o ma ion Managemen School
Uni e sidade No a de Lisboa
NOVA In o ma ion Managemen School
Uni e sidade No a de Lisboa
SHOPPING BEHAVIOUR IN B2C RETAIL ONLINE SHOPPING
A s udy on he media ion e ec o E-comme ce T us and In imacy pe cep ion in
Web ooming, Show ooming and A oidance
By
Amanda López Ba e o
Mas e Thesis p esen ed as pa ial equi emen o ob aining he Mas e ’s deg ee in Da a-D i en
Ma ke ing, wi h a specialisa ion in Digi al Ma ke ing and Analy ics
Supe iso : P o esso Diego Cos a Pin o
July 2023
STATEMENT OF INTEGRITY
I he eby decla e ha ing conduc ed his academic wo k wi h in eg i y. I con i m ha I ha e no used
plagia ism o any o m o undue use o in o ma ion o alsi ica ion o esul s along he p ocess leading
o i s elabo a ion. I u he decla e ha I ha e ully acknowledged he Rules o Conduc and Code o
Hono om he NOVA In o ma ion Managemen School.
Amanda López Ba e o
[Ba celona, 15 h o July]
Ⅰ
DEDICATION
TO MY MUM,MY FUNDAMENTAL PILLAR
Fo being my bes example, o he sac i ices she made, so I can be w i ing his hesis, and o he
ime we could no spend oge he because o my “I ha e an idea”. An idea she suppo ed wi hou
knowing he wha , how, o how much and has led me o his accomplishmen . I’m lucky o ha e he
bes mo i a ional, suppo ing and “Yes” pe son I know as my mum.
TO MY BOYFRIEND,MY GREATEST COINCIDENCE
Fo being he e in he good momen s and in he no so good ones. F om belie ing in me and no
le ing me abandon, o spending ime eading his hesis up and down. Bu mo e han any hing, o
being a big pa o my mo i a ion o ge a mas e ’s deg ee, showing me new e sions o mysel and
g owing oge he wi h me in his p ocess. I we had no me , I would no ha e w i en his.
Wi hou you, I would ha e gone c azy in his p ocess, wi h you, I could be my c azy sel du ing i .
Ⅱ
ACKNOWLEDGEMENTS
TO MY TUTOR,
P o . Diego Cos a Pin o, o his eedback and aluable ad ice and ime. I enjoyed ou join wo k and
his expe ience and dedica ion in guiding me.
TO MY WORK TEAM AT APPINIO,
Fo le ing me ha e he space, ime, and comp ehension I needed o make my hesis while wo king
ull ime, and suppo ing me wi h hei online panel.
Ⅲ

ABSTRACT
This s udy aims o analyze he media ion e ec s o T us and In imacy in B2C Online Shopping si es,
also e e ed o as E-comme ce. Also, deepen on he e ec o hese concep s in he selec ion o a
pu chase channel, phenomenons known as Web ooming o Show ooming; o as opposi e,
A oidance. To analyze hese concep s, his disse a ion is based on di e en heo ies, an ex ensi e
Li e a u e Re iew, and he s a is ical analysis o 500 online su eys made o Online Shopping usual
buye s in Spain. Based on his, an empi ical es is made, using PLS-SEM and a disjoin wo-s age
app oach, o de e mine a co ela ion be ween he SOR-based Concep ual F amewo k concep s and
he Hypo heses. I concludes by con i ming ha T us , and also In imacy, posi i ely a ec Online B2C
E-comme ce pe cep ion, and ha e a di ec media ion e ec on Web ooming, Show ooming, and
A oidance. These and o he esul s imply new con ibu ions – among o he s – o e aile s, specially
hose ha implemen omnichannel s a egies.
KEYWORDS
Online T us ; Online In imacy;Re ail Online Shopping; B2C E-comme ce; Show ooming, Web ooming;
A oidance
Sus ainable De elopmen Goals (SGD):
Ⅳ
INDEX
1. In oduc ion.............................................................................................................. 1
2. Li e a u e e iew....................................................................................................... 4
2.2 Impo ance o ela ionships and emo ions in pu chasing decisions........................4
2.2 The concep s o us and in imacy..........................................................................4
2.2.1 T us in Online Shopping................................................................................. 5
2.2.1.1 T us and Reliabili y................................................................................6
2.2.1.2 T us and C edibili y............................................................................... 7
2.2.1.3 T us and Secu i y...................................................................................8
2.2.2 In imacy in Online Shopping........................................................................... 9
2.2.2.1 In imacy and Ca e.................................................................................10
2.2.2.2 In imacy and Empa hy.......................................................................11
2.2.2.3 In imacy and Communica ion.............................................................. 12
2.2.2.4 In imacy and Pe sonal Expe ience....................................................... 12
2.3 Online Re ail Shopping - Func ionali y s Emo ionali y..........................................13
2.4 Shopping beha iou s: Web ooming, Show ooming and a oidance...................... 15
2.4.1 Web ooming............................................................................................16
2.4.2 Show ooming.......................................................................................... 17
2.4.3 A oidance................................................................................................17
3. Concep ual model and hypo heses.......................................................................... 19
3.1 Hypo heses.................................................................................................19
4. Me hodology...........................................................................................................21
4.1 Da a Collec ion and Sampling.................................................................... 21
4.2 Measu es....................................................................................................22
4.3 Da a analysis...............................................................................................23
5. Resul s and discussion............................................................................................. 25
5.1 Demog aphic Analysis................................................................................ 25
5.2 Measu emen Model o Re lec i e Cons uc s – Reliabili y and Validi y... 28
5.3 Measu emen Model o Highe -O de Fo ma i e Cons uc s.................... 31
5.4 S uc u al Model – Hypo heses Tes ing.....................................................33
5.5 Media ion Analysis.....................................................................................37
6. Conclusions and u u e lines o esea ch..................................................................40
6.1 Theo e ical Implica ions............................................................................. 42
6.2 Manage ial Implica ions.............................................................................43
6.3 Limi a ions and u he lines o esea ch................................................... 45
Bibliog aphical Re e ences...........................................................................................47
1. Appendix A.....................................................................................................................63
Appendix B.........................................................................................................................72
Ⅴ
Annexes..............................................................................................................................73
LIST OF FIGURES
Figu e 1.............................................................................................................................20
Concep ual Model....................................................................................................................20
Figu e 2.............................................................................................................................28
Measu emen Model o Re lec i e Cons uc s (S ep-1)......................................................... 28
Figu e 3.................................................................................................................................... 32
S ep Two o Disjoin -Two S age App oach............................................................................... 32
Figu e 4.............................................................................................................................36
Media ion Analysis...................................................................................................................36
LIST OF TABLES
Table 0........................................................................................................................................... 24
Scale and Measu emen s.......................................................................................................................24
Table 1........................................................................................................................................... 25
Demog aphic Analysis............................................................................................................................25
Table 2........................................................................................................................................... 29
Reliabili y and Validi y Measu es o Lowe -O de Re lec i e Cons uc s...............................................29
Table 3........................................................................................................................................... 30
Disc iminan Validi y o Ze o-O de Re lec i e cons uc s (HTMT c i e ion)......................................... 30
Table 4........................................................................................................................................... 32
VIF Values and Signi icance o ou e weigh s o highe -o de o ma i e cons uc (T us & In imacy
ac o s)...................................................................................................................................................32
Table 5........................................................................................................................................... 33
Hypo hesis Tes ing.................................................................................................................................33
Table 6........................................................................................................................................... 34
S uc u al model assessmen .................................................................................................................34
Table 7........................................................................................................................................... 37
Media ion Analysis................................................................................................................................ 37
Table 8........................................................................................................................................... 69
Scales and measu emen s o Fu he Lines o Resea ch...................................................................... 69
Ⅵ
LIST OF ABBREVIATIONS AND ACRONYMS
BBB Be e Business Bu eau.I is a p i a e non-p o i o ganiza ion ounded in 1912. BBB's sel -desc ibed
mission is o ocus on ad ancing ma ke place T us
SOR S imulus-O ganism-Response
B2B Business o Business
B2C Business To Consume
OPRs Online P oduc Recommenda ions
CRs Cus ome Re iews
Ⅶ
As o he s udies ha e shown, he pe sonali y o each indi idual also a ec s he concep o T us
ega ding b ands. The s udy om Ge en (2000), su eying 217 indi iduals abou hei expe ience
shopping in an e-comme ce book s o e, showed ha while amilia i y indeed builds T us , “i is
p ima ily people's disposi ion o T us ha a ec s hei con ic ion in he endo ”. The e o e, he
T us ing Disposi ion o e e y indi idual will also be aken in o accoun .
2.2.1.2 T us and C edibili y
Ano he concep , highly ela ed o T us by he schola s Kelle (2001) and Ohanian (1990), is
C edibili y. Kelle de ines T us as “a judgemen made by a pe cei e ega ding he C edibili y o he
calle ”, which esul s in posi i e communica ion ea u es ha a ec he ecipien . The au ho also
s a es ha he C edibili y o a b and ex ends o assessmen s o he business ha c ea ed i . So, in
o de o measu e c edibili y and he e o e T us , he empi icis s a es h ee dimensions o B and
C edibili y: Expe ise,T us wo hiness and Pe cei ed Quali y ( he i s wo, also in oduced in he
esea ch by Ohanian, 1990). Expe ise is ela ed o he le el o compe ency, inno a ion, and ma ke
leade ship o a b and;B and T us wo hiness is “ he capaci y o a b and o be pe cei ed as sensi i e o
he in e es o cus ome s”, and B and Likeabili y “is wha a b and needs o ha e in o de o be seen as
en e aining, ascina ing, and wo hwhile” (based on he h ee dimensions o C edibili y by Kelle ,
2001).
No wi hs anding, in o de o complemen he de ini ion o C edibili y in he con ex o T us o online
s o es, he concep o Pe cei ed Quali y, in oduced by bo h Kelle (2009) and Ohanian (1990), as
ano he o he B and Judgmen s made by consume s, was chosen. I ’s also wo h o measu e inside
he pa ame e s o c edibili y, and ha e an ex ensi e e iew since he cus ome is no able o ha e
isual and ma e ial p oo o he quali y o he p oduc
Acco ding o Kelle (2009), pe cei ed quali y e e s o how cus ome s pe cei e a p oduc 's o e all
quali y in ela ion o compe ing op ions on he ma ke . I ’s he “consume s’ eeling abou a p oduc ”
(Khan e al., 2019). I has been p o ed ha he quali y pe cep ion no only a ec s c edibili y (and
he e o e T us ) bu also he pu chasing decision. Pe cei ed quali y has been ela ed o pu chase
in en ion (as a sho e m e ec ). On he o he hand, o he au ho s ha e ela ed pe cei ed quali y
wi h he concep s o B and T us and Loyal y (as a long e m e ec ). Ne e heless, he e has been a
di e en ange o opinions on hese ega ds, since hey had di e en conclusions on he ela ionship
o hese e ms. Senggu uh , Es i and Rahayu (2020) based he ounda ions o hei esea ch on his
signi ica i e di e ences, since au ho s like Alhadad (2015); Biedenbach and Ma ell, (2009), con i med
ha pe cei ed quali y has a signi ican impac on B and Loyal y and T us ; While o he s udies
7

(Lis iana, 2015; Ma akanon and Panjakajo nsak, 2016) ound no signi ican ela ionship be ween
pe cei ed quali y and hese B and Dimensions. The esea ch gap ge s e en mo e signi ican when we
alk abou esea ch in ol ing bo h he concep s o pe cei ed quali y and he online shopping o
e-comme ce phenomenon.
2.2.1.3 T us and Secu i y
In o de o ha e a mo e ocused con ex o he concep o T us a ound e-comme ce, i is wo h
men ioning he concep o Secu i y. I analyzes how cus ome s eel abou he managemen o hei
pe sonal da a's secu i y, and has an impac on hei le el o con idence in online se ices (Palak &
Aksha , 2016; Ho man e al., 1999; Miyazaki& Fe nandez, 2000). E-comme ce secu i y is one o he
mos no iceable secu i y ea u es ha in luence he end use h ough hei in e ac ions wi h
e-businesses and has i s own unique peculia i ies. Ac ually, “majo wo c i ical p oblems o bo h
e-comme ce consume s and si es a e p i acy and secu i y” (Palak & Aksha , 2016), o he poin ha
some cus ome s e used o buy online due o he lack o T us o ea o hei pe sonal in o ma ion
(Ni anjanamu hy & Dha mend a, 2013). In o de o a oid i , E-selle s mus design se ings whe e
cus ome s eel secu e and a ease while engaging in any kind o da a ansac ion. T us is an impo an
issue in e-comme ce s o es since hey in eg a e di e en paymen sys ems in which he e aile o
sales pe son is no p esen in pe son (and ins ead, is jus dealing wi h an in e ace), which ep esen
an inc eased pe cep ion o secu i y isk (p.228).
To de e mine he ela ionship be ween T us and Secu i y in online shopping, some elemen s o he
E-comme ce Secu i y F amewo k (Labuschagne, 2000; Kim e al., 2005) will be aken in o
conside a ion, such as: Da a In eg i y, Da a Con iden iali y and Da a Au hen ici y. O he elemen s o
he E-comme ce Secu i y F amewo k also include: Access Con ol and Non- epudia ion (mo e
echnical elemen s, which will no be conside ed in his in es iga ion).
Da a In eg i y ensu es in o has no been ampe ed wi h (Ni anjanamu hy & Dha mend a, 2013) .
F om an IT poin , i is implemen ed by message diges o hashing, which is a c yp og aphic unc ion o
p o ec a piece o da a (Ni anjanamu hy & Dha mend a, 2013). Howe e , a usual way o consume s
o measu e he in eg i y o he e-comme ce s o es, is he e i ica ion o e iews, (also called OPRs -
Online P oduc Recommenda ions) made by o he cus ome s (CRs - Cus ome Re iews) and i s
con en . Wi h CRs , cus ome s a e able o ob ain a ealis ic buying expe ience and a esou ce o
unde s and he i ems by eading online e iews. Bu no all ecommenda ions coun , since esea ch
8
made by Benlian e al. (2012) shows ha : “Cus ome e iews exp ess highe us ing belie s and
pe cei ed a ec i e quali y han p o ide ecommenda ions”.
Da a Con iden iali y is “ he abili y o p e en unau ho ized pa ies om in e p e ing, modi ying o
unde s anding da a” (Labuschagne, 2000). I is one o he main conce ns o he e-comme ce indus y,
and i ’s conside ed a c i ical o ganisa ional and echnological equi emen s o any e icien and
p oduc i e online paymen ansac ion ac i i y (Abdul e al., 2020; Ni anjanamu hy & Dha mend a,
2013). Wi h he in oduc ion o online paymen s, online scams and iden i y he eme ged as a
consume 's ea (Hille e al., 2015).
Las ly, on he concep s conside ed o desc ibing he ela ion be ween Secu i y and T us , au hen ici y
plays a big ole. Da a Au hen ici y, is desc ibed as ensu ing ha someone is who he o she claims o
be, bo h in he case o he b and and consume . I can be implemen ed o example by he usage o
Digi al Signa u es o T us ed Thi d Pa ies, which p o ide an insignia o Digi al Ce i ica e ha can be
shown on websi es as a sign o Au hen ica ion (Ni anjanamu hy & Dha mend a, 2013).
To summa ise, he e is as esea ch made ega ding he concep o T us , ye , i 's s ill unclea how
c ucial T us is ob ained as a holis ic concep owa ds he b and (and no as an asse ha om he
me e unc ionali y o secu i y o a websi e), as Egge (2000) con i med in he con ex o “Online
Shopping and how he pe cep ion o T us a e conque ed”. P e ious esea ch also ocused on he T us
buil by he in e ace (and ela ed i o secu i y and p i acy) (Alba e al. 1997; Loiacono, e al.,2002,
Reynolds; Song & Zahedi 2005; Yun Y, e al., 2005) and Use Expe ience design (Nielsen No man
G oup, 2000). Howe e , as Luhman (1979), Ge en (2004), Kelle (2001) and Ohanian (1900) show in
hei esea ch, i also elies on abs ac concep s (such as P edic abili y, Familia i y and T us ing
disposi ion o Expe ise, T us wo hiness, Likeabili y, Pe cei ed Quali y and Secu i y concep s).
2.2.2 In imacy in Online Shopping
In imacy, as no ed by Le enson (1974), “is a ene able wo d wi h a long his o y o changing meaning”,
also, i means di e en hings o a ious people, and has huge impo ance in he Wes e n wo ld (Hook
e al., 2003). I has o en been a ibu ed o human ela ionships (Lee, 2022; Fle che e al., 2019; Hall,
2019). Howe e , in e ms o ma ke ing and consume beha iou , he mos common e m o s udy is
B and In imacy (Fou nie , 1998; Na a elli, 2018; Pa k e al., 2006; Robe s 2004), which can be de ined
as “ he science o how we bond wi h he b ands we use and lo e” (Na a elli, 2018); along wi h
Cus ome In imacy, a p oposed business model c ea ed by T eacy & Wie sema (2007), consis ing in
9
deli e ing wha speci ic cus ome s wan ; bu seen as wha he b ands can do o cus ome s in o de o
build in imacy and loyal y in he long- e m.
As a consequence, one can say ha he esea ch concen a es i s e o s in ela ion o he dimensions
o he b and. I ’s been p o en ha b ands and b anding a e one o he ac o s ha in luence In imacy
(Pa k e al., 2006; Robe s 2004, Na a elli, 2018; Fou nie , 1998). Bu i ’s also a ac ha he e is an
insu icien body o esea ch in ega d o he dimension o he exis ence o In imacy in he pu chasing
channel (as o O line and Online), no ela ing i o a speci ic b and. The g ow h o he in e ne – and
mos ecen ly, inno a ions on AI and VR echnologies – has made i easible o in e ac pe sonally wi h
mass ma ke s (Cusumano e al., 2020), making In imacy a concep no longe a ached o ace- o- ace
in e ac ion (Eileen, B and Rhacel, S., 2010). I is ex emely impo an o also conside his pu chasing
channel dimension, in o de o unde s and cus ome s be e and ge o know i his In imacy is
some hing ha cus ome s a e missing in an online en i onmen .
Fu he da a analysis by Jaspe (2000), using ac o analysis, indica ed ou majo cha ac e is ics in he
sense o Cus ome In imacy. “The ou dimensions a e Ca e, Communica ion, T us and Com o ”
(Jaspe , F., 2000). Also men ioned by Hook e al. (2003), he ca ego ies o Lo e and a ec ion (Ca e),
us , and sel -disclosu e (meaning communica ion).
2.2.2.1 In imacy and Ca e
In imacy is some imes de ined na owly o mean he amilia i y esul ing om close associa ion.
(Jamieson, 2007) achie ed as a esul o an ac ion ha epea s. In his close associa ion, i ’s c i ical o
c ea ing in imacy, unde s ood as an exp ession o a ec ion and ca e (Wa ing e al., 2003). The e o e,
no e e y ac ion ha epea s will c ea e in imacy (Hook e al., 2003). Also, Kunce & Sha e (1994) as
ci ed by Jaspe (2000), akes he concep om de ining ca e as no icing and esponding o ano he 's
needs. The e o e, we e e o he si ua ion c ea ed by Online Shops and hei cus ome s, when,
in e ac ing o e ime, hey de elop a sense o ela ionship, and c ea e in imacy h ough showing
a ec ion and ca e. This “Sense o Ca ing”, was desc ibed by Cook (2010) as one o he in angible
easons o ini ial pu chase decisions. Some elemen s ha would inc ease his “Sense o ca ing” a e:
Cou esy, Willingness o help and Abili y o P oblem-Sol e (Cook, 2010). These elemen s can be
pe cei ed, ( h ough di e en ways o ouchpoin s), in bo h o line and online en i onmen s.
Cus ome ca e in he ield o ma ke ing encompasses a s a egic app oach aimed a ans o ming an
o ganiza ion in o a cus ome -cen ic en i y, he eby se ing i apa om compe i o s. The p ima y
objec i e o his app oach is o en ich he o e all cus ome expe ience. This s a egy can be iewed as
a con as ing al e na i e o he p oduc -cen ic ma ke ing app oach (Cook, 2010).
10
Wi hin o line e ail se ings, he p e ailing pe spec i e ega ding cus ome ca e o en cha ac e izes i
as an ac ion pe o med by he company, a he han a pe cep ible expe ience o emo ion el by he
cus ome s hemsel es (Lewis,1988; S u dy, 1998; Maja a & Isohe anen, 2019; Se a alle & Pan ano,
2023). I ’s equen ly associa ed wi h he concep s o Suppo Ho lines, Cus omiza ion and
Pe sonaliza ion, o example, o e ing cus omizing co ne s in-s o e (Cook, 2010; Se a alle & Pan ano,
2023). In online se ings, ca e is unde s ood as “ he a en ion paid o p e- and pos -pu chase”
(Soui a is, V., & Balabanis, G., 2007, p.247). These concep s possess a subs an ial ope a ional na u e,
exhibi ing p ac ical ele ance and applicabili y in a ious con ex s, bu hey do no ully encompass
he emo ional dimension associa ed wi h he p o ound sense o ca ing and in imacy.
2.2.2.2 In imacy and Empa hy
Empa hy is he capaci y o eel o he people's emo ions and make guesses abou wha hey could be
eeling o hinking (Be keley Uni e si y, 2005). “I can be concei ed o as an in e ac ion be ween any
wo indi iduals, wi h one expe iencing and sha ing he eeling o he o he ” (Dece y & Lamm, 2006). I
is a healing ene gy, acco ding o he apis s, and i is c ucial o he de elopmen o ela ionships (Sule ,
2016)
Empa hy, unlike o he concep s associa ed wi h In imacy, has no con en ionally been ega ded as a
ma ke ing concep wi hin he ealm o academic esea ch. Howe e , schola ly discou se has
cha ac e ized empa hy wi hin he domains o leade ship and in e pe sonal ela ionships as “a genuine
desi e o help indi iduals, demons a ed h ough p ac ices such as ac i e lis ening, adep ques ioning,
and main aining a non-judgmen al s ance” (Cook, 2010).
When applied o he con ex o Online Shopping and In imacy, his empa he ic app oach holds
p omise o cul i a ing meaning ul connec ions and en iching cus ome expe iences. As no ed by Sule
(2016), empa hy has been ound o be one o he mos app ecia ed human ai s in echnology.
Resea che s con i m ha “se ice encoun e s” a e c ucial o consume s (Bi ne , 1990; Cook, 2010;
Shos ack, 1985). De ined i s ly by Shos ack (1985), hose a e “ he pe iods o ime in which cus ome s
di ec ly in e ac wi h a se ice”. I is known ha empa hy is a human eeling, and human eelings a e
be e exp essed and unde s ood mo e deeply in a one- o-one in e ac ion and in in-pe son (o line)
en i onmen s (Bu goon e al., 2021; Liebe man & Sch oede 2020). This is due o non- e bal
communica ion, “ om exchanging a smile, o ouching, o modula ing he sound o one’s oice o
con ey emo ions (e.g., humou o sa casm)”, “making he issue o he message seem less capable o
ha ing emo ions” (Liebe man & Sch oede , 2020 p.17). One o he s eams o esea ch posi s ha
ace- o- ace se ice encoun e s end o exhibi highe le els o empa hy (Bu gon e al., 2021).
11
Con e sely, ano he line o esea ch p o ides eassu ance ha senio manage s' ea i ma ion o hei
commi men o empa he ically engaging consume s can po en ially yield bene i s e en wi hin
echnology-d i en and online en i onmen s (Go y, G., & Wes b ook, R., 2011).
Empa hy plays an impo an ole du ing hese “se ice encoun e s” and helps in ha ing a be e sense
o sa is ac ion, in imacy, and decision-making. The e o e, i should be conside ed and s udied, o
con i m o deny i his sub le and p o ound human eeling can be ec ea ed o pe cei ed digi ally.
2.2.2.3 In imacy and Communica ion
In a s udy made by Wa ing e al. (2003), he in es iga o s disco e ed communica ion, unde s ood as
he abili y o esol e con lic , o be one o he key indica o s o in imacy. Also, as li e a u e sugges s
(Ha ield, E., & Rapson, R. L., 1993; Hook e al.,2003; Cook, 2010) ha Sel -disclosu e, (o he capaci y
o communica ing o exp ess one’s eelings) is one o he ou componen s o assess in imacy in a
ela ionship.
Addi ionally, he yea ly-conduc ed s udy o Gallop (2023), shows, yea by yea , ha he e is a high
co ela ion be ween employee engagemen and cus ome engagemen . Empa hizing, he impo ance
o communica ion o he c ea ion o in ima e eelings in ela ionships.
2.2.2.4 In imacy and Pe sonal Expe ience
Shopping expe iences o line and online can a y in he di e en and indi idual ouchpoin s
(in e ac ions) (Bi ne e al., 2008). Howe e , “ his siloed ocus on indi idual ouchpoin s misses he
bigge – and mo e impo an – pic u e: he cus ome ’s end- o-end expe ience” Maechle e al. (2019).
Moo e and Dohe y (2007), go e en one s ep u he in p o iding he e m “expe ience economy”, in
which “ he p ocess o pu chasing a p oduc is as signi ican as he p oduc ”. The e o e, conside ing he
indings o Maechle e al. (2019) “Pe sonal Expe ience is widely ega ded as he accumula ion o
ouchpoin s ha a consume had (p.2)”. In his case, wi h a speci ic pu chase channel (online), and
hei eelings du ing hose expe iences.
Campo and B eugelmans (2015) a gue ha hose who ha e a ce ain expe ise, will ha e con idence in
he selle and he deli e y me hod, hus de eloping a eeling o In imacy. Thus, we p opose ha
expe ise plays a i al ole in de eloping In imacy in a pu chasing channel.
Memo ies a e he cogni i e p ocesses h ough which indi iduals encode, s o e, and e ie e
in o ma ion om pas expe iences (S ull e al., 1985). P e ious beha iou al s udies sugges ha
memo ies a e playing a big ole in ou daily li e decision-making p ocesses such as pu chasing
channels (Zei amo a e al., 2012). Empi ical s udies p o ide e idence ha consume s espond
12

posi i ely when hey ha e a his o y o a se ies o posi i e memo ies (B own e al., 2003; O h and Gal,
2012). Memo ies can also be associa ed wi h a pe sonal shopping expe ience, o example shopping in
a ma ke place (Be na d, 2011) di e s om shopping in a mall (Li e al., 2021), and he e o e, c ea es
di e en memo ies.
Since, in bo h ypes o channels, he cus ome is he ounda ion o he business and keeps i in
exis ence, he e o e, i is wo hwhile o ul il he exis ing esea ch gap in e ms o in imacy and online
cus ome ca e. We p o ide a no el app oach o measu ing he deg ee o In imacy es ablished wi h a
cus ome in Online Shopping s o es.
The cu en sec ion o he li e a u e e iew examines complex emo ions o In imacy and T us in he
con ex o online buying, since hey a e impo an ac o s in ela ionships. Consume s' desi e o do
online ansac ions is in luenced by hei le el o T us , which is essen ial o e icien comme ce.
The e o e, cus ome imp essions o E-comme ce a e in luenced by a numbe o us - ela ed ac o s,
including Reliabili y, C edibili y, and Secu i y (adap ed om Ge en,2004; Gup a & Dubei 2016;;
Kelle ,2001; Luhmann, 1979; Lin 2013; Ohanian, 1990). One o he mos impo an ac o s in
de eloping ela ionships wi h businesses and consume s is In imacy, since i is a basic human desi e
(Lee, 2022; Fle che e al., 2019; Hall, 2019) and i can be de ined wi h ac o s like Ca e,
Communica ion, Empa hy and Pe sonal Expe ience (adap ed om (Cook, 2010;Hook e al., 2003;
Jaspe 2000, and Maechle e al. 2019). The no ion o he cons uc s o ming T us and In imacy, and
hese emo ions in he pu chase channel, whe he i is Online o O line, a e, ne e heless, no
well-es ablished in s udy, in compa ison o he same no ions in ega d o b and. This esea ch
a emp s o o e insigh s in o imp o ing consume expe iences in he e-comme ce space by
examining aspec s including ca e, communica ion, empa hy, and pe sonal expe ience.
To summa ize, T us and In imacy a e deeply ela ed o Online Shopping and a e essen ial o e icien
comme ce, in luencing consume s willingness o engage in online ansac ions. As e-comme ce
con inues o h i e, ecognizing and balancing bo h unc ional and emo ionali y aspec s, such as he
abo e e e enced.
2.3 ONLINE RETAIL SHOPPING - FUNCTIONALITY VS EMOTIONALITY
“Wi h he de elopmen o he In e ne , e-comme ce has changed he people’s how- o buy and
cus ome s ha e become accus omed o using he In e ne ins ead o he s o e o make pu chases.
Compa ed wi h he adi ional business model, online shopping has a wide ange o selec i i y and
13
“one-s op” shopping; mo eo e , he e a en’ he obs acles o ime, space, and ci cula ion”(Yuping,
2016).
Howe e , he e a e o he ypes o obs acles in e-comme ce s o es, which e e o unc ionali y, and o
which as esea ch can be ound. Fo ins ance, one o he commonly accep ed s udies con eys wo
ac o s abou e ail online shopping: The model conside s pe cei ed ease o use and pe cei ed
use ulness a e he majo in luencing ac o s on he accep ance beha iou (Pa lou, 2003). On he
o he side, Usabili y is one o he opics which is conside ed o be ela ed wi hin cus ome sa is ac ion.
Bu , as said by Roland Hubsche (2004), usabili y has equen ly been p omo ed as he magic ix o
unde pe o ming in e ne en e p ises. Al hough be e usabili y will gene ally imp o e hese si es and
hei po en ial o success, usabili y alone will no esul in a highly h i ing online p esence. A e all,
ega dless o how aes he ically pleasing and unc ional he websi e may be, no sane indi idual will
spend money a an un eliable online e aile .
“E-comme ce websi es should empha ically conside he hedonic alue o cus ome s, whe he hey
can o e in e es and joy in online shopping is he mos impo an ac o ” Yuping, 2016.
On he o he side, ecen esea ch shows ha emo ions a e also a key conside a ion in he design o
e-comme ce websi es. An e-comme ce websi e should sa ia e he emo ional demands o i s isi o s,
no only i s unc ional ones. (Guo e al., 2015).
Emo ions a e able o d i e engagemen , (which en ails a wo-way dialogue be ween a b and and i s
cus ome s, since oday’s companies ha e he abili y o lis en and p esen mo e in elligen and
indi idualized ma ke ing messages and encou age use s o make a pu chase while simul aneously
sha ing i (Hende son on Digiday, 2012) which is an in aluable asse o any b and.
Ac ually, s udies like he one om he global consul ancy Gensle (2013), show ha “high-emo ion”
cus ome s a e mo e sa is ied, pu chase hei a ou i e b ands mo e o en (see Annex 2), and a e mo e
likely o ecommend he b and o hei iends. Also, hey we e wo imes mo e likely han
“low-emo ion” consume s o say ha hei a ou i e b and is pa o hei daily ou ine. The e o e, he
s udy concludes by a i ming ha “b ands need o ecognize he in es men s, bo h inancial and
emo ional, ha cus ome s a e willing o make, and epay he a ou ” (Gensle , 2013).
While he mos ecen esea ch is beginning o name emo ions in e-comme ce and pu chase in en as
a de e mining ac o , no esul s a e ound on how p ecise emo ions like T us and In imacy a ec i .
14
These can be pe cei ed and posi i ely o nega i ely al e he pe cep ion o online e ail and a ec he
inal decision o a pu chase channel as he inal ou come.
2.4 SHOPPING BEHAVIOURS: WEBROOMING, SHOWROOMING AND AVOIDANCE
Acco ding o Schi man and Kanuk (2000), consume beha iou e e s o how consume s choose hei
pe sonal o home i ems by using he esou ces hey ha e a ailable, such as money, ime, and e o .
As said be o e, his beha iou can be in luenced by emo ional componen s and mo i a ions (Ba &
Cu hbe son, 1991; Maslow, 1943; Robe s, 2005), e en acqui ing he s a us o hedonic5app oach o
shopping, in opposi ion o u ili a ianism (Rajan, 2020).
The e a e many ac o s in luencing consume shopping beha iou and channel p e e ence, some o
hem subjec i e o each pe son’s pe sonali y, and o he s, commonly accep ed. Such as, Posi i e
emo ions in luence, (always inc ease consume s’ pu chasing in en ions, while nega i e emo ions
educe consume s’ pu chasing in en ions (Pappas e al., 2016); Pas pu chase beha iou (Van den Poel
& Buckin, 2005), which can cause beha iou al biases; Pe cei ed bene i s and alue o money
(subjec i e o he mone a y le el, ca ego y o he a icle e c.) (Chang & Wang, 2011) and Social
In luence, as concep ualized by Tu ne (1991), which e e s o he impac c ea ed by socie y on
indi iduals, shaping hei hough s, alues, and ac ions and con ibu ing o he o ma ion o hei
social iden i y. I encompasses he in luence o socie al belie s, no ms, and alues, which play a
signi ican ole in shaping indi iduals' a i udes and beha iou s. We can he e o e conclude ha was
esea ch is ound on gene al shopping beha iou s, mo i a ions and biases.
Se e al ac o s, as p e iously discussed along he li e a u e e iew, exe in luence on he consume 's
choice o b owsing channel o make an op imal selec ion, as well as he channel h ough which hey
ul ima ely decide o make he pu chase. Ei he o pu e online e aile s o omnichannel ones, knowing
abou he cus ome jou ney is essen ial (Lemon e al., 2016). As Lemon e al. (2016) ag ee, solely
h ough a comp ehensi e unde s anding o consume s' channel choice beha iou can e aile s
e ec i ely shape and in luence i using app op ia e s a egic in e en ions.
Lepkowska-Whi e, (2004) s udied in an ea ly-s age o e-comme ce and omnichannel s a egies, he
ype o cus ome s in ega d o he channel choice o di e en pa s o he jou ney. She iden i ied
5Hedonic shopping e e s o he ac o engaging in shopping ac i i ies p ima ily o he sake o pleasu e, enjoymen , and
emo ional g a i ica ion, a he han solely o he pu pose o ul illing unc ional o p ac ical needs.
15
h ee ypes o cus ome . This classi ica ion pe ains o dis inc consume g oups based on hei
shopping beha iou s and p e e ences, and is explained below.
Ve hoe e al., (2007), a e aking hese h ee g oups in o conside a ion, g ouped all hese cus ome s
by he name o esea ch-shoppe s, s udying he phenomenon in a mo e gene al way. These shoppe s
a e he ones wi h a endency o use one channel o b owsing and ano he o pu chasing.
2.4.1 Web ooming
Fi s ly, we ha e online b owse s, who p ima ily u ilise he in e ne o educa e hemsel es abou
p oduc s and se ices, bu op o make hei inal pu chases in adi ional b ick-and-mo a s o es
(Lepkowska-Whi e, 2004). This leads o Web ooming, a phenomenon in which Online B owse s c ea e
wi hin hei shopping beha iou . F om sea ch Online, o Buying On-Si e (Aw, E.C.X., 2019;2020).
A subs an ial body o esea ch indica es ha E-comme ce will only gain powe , e en de h oning
adi ional comme ce, in he upcoming yea s (Eina e al., 2017). On he o he hand, an al e na i e
pe spec i e bases on Web ooming as a key ac o o indica e he ha E-comme ce will be jus one
mo e ouchpoin in a new and mo e in eg a ed cus ome jou ney, based on he ac ha , as
Web ooming sugges , a lo o people b owses bu no e e yone con e s, esul ing in low con e sion
a es. Con adic ing, he e o e, he “gloom and doom hea say on how online comme ce is domina ing,
and may one day elimina e he exis ence o physical s o es” (Aw, E.C.-X., e al. 2021). In any case, “a
e aile should no be conce ned i a consume decides o b owse i s websi e bu does no buy online,
since he consume may hen decide o buy he p oduc in-s o e’ (Soop amanien & Robe son, 2007) .
Re aile s should hen in eg a e i in hei omnichannel s a egy when possible.
The mo i a ions behind his concep , a e he p e ious men ioned on he chap e o In imacy (such as
communica ion, empa hy wi h he Sales S a , Sense o Ca ing and Pe sonal expe ience (Villani, 2018)
– since his o ically, he e used o be a la ge adi ion o O line Shopping).
Also, consume ai s and channel ac o s play a big ole. Such as he mo i a ion o ouch he p oduc
(o cou se, no applicable o se ice ype o p oduc s) (Fla ián e al., 2019), he need o in e ac ion;
O he Pe cei ed con enience, use ulness (Wang e al., 2021), and pe cei ed isk o buying Online
(Ni anjanamu hy & Dha mend a, 2013), a e men ioned in he Web ooming li e a u e. In hei
esea ch, A o a and Sahney (2018) ound ha consume s' pe cep ions o he a o emen ioned
mo i a ions—such as ad an ages p o ided by online channels (low sea ch e o and access o online
e iews) and pu chase ad an ages ound only in online s o es (such as mo i a ion o ouch,
in e ac ions wi h sales s a , assis ance, o o he bene i s like immedia e possession) — ha e a
signi ican impac on a i ude and Web ooming p opensi y.
16
●The i s big block o ques ions included ques ions abou T us , In imacy and Way o
Shopping (Show ooming, Web ooming o A oidance): he a ious cons uc s de ined in he li e a u e
e iew (e.g., Reliabili y, Familia i y, T us ing disposi ion, In imacy ; Ca e, Empa hy, Communica ion,
Pe sonal Expe ience; Web ooming, Show ooming, A oidance).
Ques ions o he cons uc s o T us (Ge en, 2004; Gup a & Dubei, 2016; Kelle , 2001; Lin , 2013;
Luhmann, 1979; Ohanian,1990), we e adap ed om (Cook,2010; Jaspe , 2000; Maechle e al. 2019;
T eacy & Wie sema, 2009). Ques ions o Pu chasing Channel P e e ence (only conside ing
Web ooming, Show ooming and A oidance) we e adap ed om (Aw,2019;2020;2021;
Lepkowska-Whi e, 2004; Mu um & Ghazali; 2006). Table 0. de ines he ques ions, measu emen s, and
scales made o de ine and measu e he ela ionship be ween he co-cons uc s ha we e ound o
de ine T us , In imacy and Pu chasing Channel P e e ence.
4.3 Da a analysis
The s udy adop ed a e lec i e- o ma i e ype o hie a chical esea ch model. PLS-SEM 4.0 was used
o es he model, because i in ol ed second-o de o ma i e cons uc s. The disjoin wo-s age
app oach was adop ed in his s udy due o he p esence o second-o de o ma i e cons uc s and an
unequal numbe o lowe -o de e lec i e cons uc s. Hai , e al. (2019) di ec ed ha he concep ual
model did no show he second-o de cons uc s. In his app oach, i s ly he measu emen model
was es ima ed wi hou he p esence o second-o de cons uc , om which he sco es o la en
a iables we e es ima ed and s o ed sepa a ely in he o iginal da a ile. In he second s ep, he
es ima ed sco es o lowe -o de cons uc s we e used as he indica o s o he second-o de
cons uc s, hus making hem lowe -o de cons uc s. A e ha , he eliabili y and alidi y we e
assessed o all he cons uc s and la e he s uc u al model was es ed using PLS-SEM o hypo heses
es ing.
The sample size was adequa e o e alua e he model using PLS-SEM. P e ious s udies p o ide
e idence ha PLS-SEM is app op ia e o assess models using small o medium sample sizes (Ringle e
al., 2012). In addi ion, we comply wi h he C ochan’s equa ion o de e mining he sample size.
23

Table 0
Scale and Measu emen s
24
5. RESULTS AND DISCUSSION
Below, a speci ic analysis wi hin di e en s a is ical me hods using PLS-SEM 4.0 was made. Resul s can
also be ound in he ollowing online dashboa d link o a da a isualiza ion:
h ps://admin.appinio.com/#/analyze /648734370dd3204984115a0a
5.1 Demog aphic Analysis
F equency dis ibu ion was used o desc ibe he equency and pe cen age o he esponden s alling
unde each ca ego y, hence explaining he demog aphic dis ibu ion o he sampling popula ion (Table
2). Resul s indica ed ha almos hal o he esponden s we e emale (50.5%), and hal we e male
(49.50%).
Fu he mo e, a ound wo- hi d o he esponden s we e employed (employed o sel -employed)
(64.13%), while a ew we e no employed (15.43%). Mo e han hal o he esponden s had a leas
one child (< 18 yea s old) in he household (54.91%). Nea ly o y- ou pe cen o he esponden s
we e in a solid pa ne ship (43.89%), while he emaining we e ei he ma ied/ in egis e ed
pa ne ship (29.06%) o a ailable/ single (27.05%). Also, wo- hi d o he esponden s we e equally
dis ibu ed in he household size ca ego ies o h ee pe sons (33.67%) o ou pe sons (31.06%). Mos
o he esponden s ell in o he second income ca ego y (23.85%), ollowed by he hi d income
ca ego y (18.04%) and i s income ca ego y (17.03%). Mos o he esponden s had been educa ed ill
lowe seconda y school (24.85%), ollowed by p ima y educa ion (23.25%) and highe seconda y
school (14.43%). All esponden s had li ed in an u ban a ea (100%) and had shopped on he In e ne
(100%).
Las ly, he esponden s ei he shopped on he in e ne on a mon hly basis (49.50%) o weekly basis
(44.89%), while some esponden s we e also ound o ha e shopped on he in e ne on a daily basis
(5.61%).
25
Table 1
Demog aphic Analysis
Va iables
Ca ego y
F equency
Pe cen age
Gende
Male
247
49.50%
Female
252
50.50%
Wo king S a us
Employed (Employed/ Sel -Employed)
320
64.13%
No employed/ No wo king
77
15.43%
Pupil/ s uden / in- aining
52
10.42%
In In e es
26
5.21%
O he s
24
4.81%
Child en in
household (<18)
A leas one child (<18) in he household
274
54.91%
No child en (<18) in he household
225
45.09%
Ma i al S a us
A ailable/ Single
135
27.05%
Ma ied/ In Regis e ed Pa ne ship
145
29.06%
In a solid pa ne ship
219
43.89%
Household Size
1 Pe son
26
5.21%
2 Pe sons
107
21.44%
3 Pe sons
168
33.67%
4 Pe sons
155
31.06%
Mo e han 4 Pe sons
43
8.62%
Income ca ego y
Income ca ego y 1 (Lowes )
85
17.03%
Income ca ego y 2
119
23.85%
Income ca ego y 3
90
18.04%
Income ca ego y 4
71
14.23%
Income ca ego y 5
57
11.42%
Income ca ego y 6
30
6.01%
Income ca ego y 7
18
3.61%
Income ca ego y 8 (Highes )
29
5.81%
Educa ion Le el
Less han P ima y Educa ion
9
1.80%
P ima y Educa ion
116
23.25%
Lowe Seconda y School
124
24.85%
26
Highe Seconda y School
72
14.43%
Pos -Seconda y Te ia y Educa ion
28
5.61%
Sho Te ia y Educa ion
30
6.01%
Bachelo o Simila Deg ee
47
9.42%
Mas e s o Simila Deg ee
68
13.63%
Ph.D. o Simila Deg ee
5
1.00%
U ban (> 100k Einw.)
No
499
100%
Yes
0
0%
Shop on In e ne
No
0
0%
Yes
499
100%
F equency o Shop
on In e ne
E e y Day
58
5.61%
Weekly
224
44.89%
Mon hly
247
49.50%
27
5.2 Measu emen Model o Re lec i e Cons uc s – Reliabili y and Validi y
Figu e 2
Measu emen Model o Re lec i e Cons uc s (S ep-1)
In he i s s age o he disjoin wo-s age app oach, he eliabili y and alidi y o he lowe -o de
cons uc s we e es ed. Fi s ly, C onbach’s alpha and composi e eliabili y (CR) was es ed o es
eliabili y (Table 2). Bo h C onbach’s alpha and composi e eliabili y should be highe han he
h eshold le el o 0.70 (Hai , e al., 2017). All a iables had a C onbach’s alpha and composi e
eliabili y highe han 0.70, indica ing ha all a iables we e eliable.
28

Secondly, con e gen alidi y was es ed using he ac o loadings and a e age a iances ex ac ed
(AVE) (Hai , e al., 2014) (Table 2). To achie e accep able con e gen alidi y, he ac o loadings o all
i ems should be highe han he h eshold le el o 0.70 (Landau & E e i , 2017). Two i ems i.e., one
ques ion om empa hy ‘I would like o eel suppo om sales assis an s while I buy online’ and one
ques ion om secu i y ‘When buying online, I'm a aid o being obbed gi ing my c edi ca d
in o ma ion’ had a ac o loadings o 0.060 and 0.049 espec i ely. Thus, hese i ems ha ing low ac o
loadings we e dele ed om he model. All emaining i ems had achie ed accep able ac o loadings o
0.70, hus conside ed as accep able con e gen alidi y. Also, he a e age a iance ex ac ed o all
cons uc s was highe han he h eshold le el o 0.50 as sugges ed, hus achie ing accep able
con e gen alidi y.
Thi dly, he disc iminan alidi y was es ed using he He e o ai -Mono ai a io (HTMT) ma ix (Table
3). All alues o He e o ai -Mono ai a io (HTMT) we e less han he h eshold alues o 0.85 as
sugges ed by Hai e al. (2017). Hence, he disc iminan alidi y has been achie ed. Hence, he
PLS-SEM analysis p oceeded.
29
Table 2
Reliabili y and Validi y Measu es o Lowe -O de Re lec i e Cons uc s
Cons uc s
I ems
Fac o
Loadings
C onbach’s
alpha
Composi
e
eliabili y
A e age a iance
ex ac ed (AVE)
Reliabili y
R1
0.861
0.839
0.902
0.755
R2
0.857
R3
0.889
C edibili y
C1
0.771
0.747
0.840
0.568
C2
0.793
C3
0.737
C4
0.711
Secu i y
S1
0.882
0.701
0.870
0.770
S3
0.872
Ca e
CA1
0.946
0.878
0.942
0.891
CA2
0.942
Communica ion
CO1
0.911
0.818
0.916
0.846
CO2
0.928
Empa hy
E2
1.000
1.000
1.000
1.000
Pe sonal Expe ience
PE1
0.958
0.754
0.879
0.785
PE2
0.808
Online B2C Pe cep ion
OP1
0.885
0.721
0.878
0.782
OP2
0.883
Show ooming
S1
1.000
1.000
1.000
1.000
Web ooming
W1
1.000
1.000
1.000
1.000
A oidance
A1
0.792
0.704
0.862
0.758
A2
0.943
30
Table 3
Disc iminan Validi y o Ze o-O de Re lec i e cons uc s (HTMT c i e ion)
1
2
3
4
5
6
7
8
9
10
1
A oidance
2
Ca e
0.41
1
3
Communica io
n
0.12
6
0.47
5
4
C edibili y
0.27
2
0.67
7
0.66
8
5
Empa hy
0.27
6
0.70
3
0.59
2
0.64
1
6
Online B2C
Pe cep ion
0.40
8
0.79
0.78
3
0.81
6
0.73
3
7
Pe sonal
Expe ience
0.66
7
0.44
4
0.08
3
0.22
1
0.25
4
0.31
8
8
Reliabili y
0.11
5
0.47
0.74
4
0.68
3
0.52
3
0.69
6
0.09
9
Secu i y
0.15
4
0.38
7
0.57
3
0.61
4
0.45
2
0.55
4
0.16
9
0.56
7
10
Show ooming
0.57
2
0.35
9
0.04
1
0.23
1
0.21
5
0.33
3
0.56
1
0.09
1
0.14
7
-1
1
Web ooming
0.48
7
0.14
1
0.14
4
0.09
5
0.04
7
0.09
3
0.56
3
0.11
0.07
6
0.51
2
5.3 Measu emen Model o Highe -O de Fo ma i e Cons uc s
In he disjoin Two-s age app oach, i is ecommended ha a e checking o eliabili y and alidi y,
he second-o de cons uc s a e calcula ed using he la en a iables’ sco es o lowe -o de e lec i e
cons uc s as compu ed by SMART-PLS (Becke , e al., 2012). These la en a iables’ sco es will hen be
ea ed as lowe -o de cons uc s o highe -o de o ma i e cons uc s (Becke , e al., 2012). These
lowe -o de cons uc s we e u he assessed o mul icollinea i y and signi icance o ou e weigh s in
highe -o de o ma i e cons uc s.
31
Table 4
VIF Values and Signi icance o ou e weigh s o highe -o de o ma i e cons uc (T us & In imacy
ac o s)
VIF
O iginal
Sample (O)
T s a is ics
( O/STDEV|)
p- alue
T us
Reliabili y
1.538
0.410***
14.658***
0.000
C edibili y
1.568
0.500***
16.320***
0.000
Secu i y
1.343
0.315***
10.087***
0.000
In imacy
Ca e
1.964
0.409***
22.517***
0.000
Communica ion
1.433
0.219***
6.825***
0.000
Empa hy
2.092
0.347***
20.668***
0.000
Pe sonal Expe ience
1.171
0.376***
10.628***
0.000
* p < 0.05, ** p < 0.01, *** p < 0.001
Va iance In la ion Fac o (VIF) was used o assess he mul i-collinea i y among lowe -o de cons uc s
o highe -o de o ma i e cons uc s. All VIF alues anged be ween 1.171 and 2.092, which was less
han he h eshold alue o 5 as sugges ed by Hai , e al. (2017). Thus, he e was no issue o
mul icollinea i y in he model. Fu he mo e, he ou e weigh s we e compu ed by conduc ing
PLS-SEM wi h 5,000 boo s apping subsamples. Resul s indica ed ha all ou e weigh s we e
signi ican a 5% (p< 0.05), p oposing ha each lowe -o de cons uc signi ican ly measu e hei
e lec i e highe -o de cons uc s including T us and In imacy and hence can be used as lowe -o de
cons uc s o highe -o de o ma i e cons uc s in he s uc u al model.
32
Table 7
Media ion Analysis
O iginal
samples (O)
T s a is ics
(|O/STDEV|)
p- alue
Di ec E ec
T us →Show ooming
−0.137*
2.392*
0.017
T us →Web ooming
−0.238***
3.964***
0.000
T us →A oidance
−0.165***
2.873***
0.004
In imacy →Show ooming
0.491***
8.193***
0.000
In imacy →Web ooming
0.374***
5.481***
0.000
In imacy →A oidance
0.498***
8.154***
0.000
Speci ic Indi ec e ec
T us →Online B2C Pe cep ion →Show ooming
0.029
1.234
0.217
T us →Online B2C Pe cep ion →Web ooming
−0.033
1.420
0.156
T us →Online B2C Pe cep ion →A oidance
0.048*
2.056*
0.039
In imacy →Online B2C Pe cep ion →Show ooming
0.042
1.246
0.213
In imacy →Online B2C Pe cep ion →Web ooming
−0.048
1.246
0.213
In imacy →Online B2C Pe cep ion →A oidance
0.070*
2.216*
0.027
* p < 0.05, ** p < 0.01, *** p < 0.001
39

6.CONCLUSIONS AND FUTURE LINES OF RESEARCH
The p esen esea ch ex ends he li e a u e on he opics o T us and In imacy ela ed o Online
Shopping B2C, and i s media ion e ec on he phenomenons o Web ooming and Show ooming.
Resea che s in T us (Ge en,2004; Gup a & Dubei, 2016; Kelle , 2001;Lin, 2013; Luhman,1979 ad
Ohanian, 1900) and In imacy (Cook, 2010;Hook e al., 2003; Jaspe 2000, and Maechle e al. 2019)
sugges s ha hese complex human emo ions, a e o med wi hin a ange o sub-cons uc s o
sub-emo ions. The i s inding o he s udy, essen ial o he u he de elopmen o i , was o con i m
ha he a iables es ablished as lowe -o de cons uc s, measu e hei espec i e highe -o de
cons uc (using he Disjoin Two-S age App oach). The e o e, i con i ms, as he Li e a u e Re iew
sugges ed, ha Reliabili y, Secu i y, and C edibili y media e T us ; and Ca e, Communica ion, Empa hy
and Pe sonal Expe ience, media e In imacy. This esul ed in he analysis o he Highe Cons uc s o
T us and In imacy as a whole, in a model wi h high p edic i e accu acy.
Pas esea ch on T us , ela ed o Online Shopping, ocused on Use Expe ience on he websi e, aking
in o accoun issues ela ed o secu i y (Ho man e al., 1999; Miyazaki & Fe nandez, 2000; Palak &
Aksha , 2016) and unc ional o design web ea u es. (Guo e al., 2015; Pa lou, 2003) This line o
esea ch demons a es and gi es e idence o he impo ance o hese ea u es o a be e Cus ome
expe ience. Howe e , wi h he inc easing g ow h o E-comme ce (C ame -Flood, 2022;Global
Ecomme ce Sales G ow h Repo o 2021-2026, 2022; U.S. Census Bu eau, 2023), ac o s no ela ed
o he design o sa e y, demons a e o be key o cus ome s and need o be analyzed. This p esen
esea ch con ibu es o he con i ma ion o T us and In imacy as key ac o s, each one a ec ing
posi i ely he Online B2C Re ail Pe cep ion (con i ming H1, H1a and H1b). Also, i ex ends he
li e a u e on T us and In imacy ela ed o Online Shopping and he dimension o Channel P e e ence
(wi h Web ooming, Show ooming and A oidance as a esul ) , con i ming he di ec e ec o bo h
T us and In imacy on channel p e e ence (H3b con i med, and di ec media ion e ec con i med o
T us and Web ooming on all h ee dimensions o channel p e e ence). In doing so, his pape
con ibu es o ex ending he li e a u e on T us , which, al hough ex ensi e, has no been p e iously
ela ed o he opics o Show ooming and Web ooming - and allows ligh on new possibili ies on
In imacy ela ed o he es o he opics.
Mo eo e , he hypo hesis o T us ha ing a di ec e ec on A oidance was con i med (H3a). This
pe cep ion is con i med o be also pa ially media ed when in oducing he Online B2C pe cep ion,
and he same wi h he ela ionship be ween In imacy, Online B2C Pe cep ion and A oidance
40
( ema king as well ha bo h can also be ound o ha e a di ec e ec wi hou he middle O ganism). I
also con i ms ha Online B2C pe cep ion by i sel has a posi i e impac on a oidance (H2c) – When
he pe cep ion o T us and In imacy in Online B2C is nega i e o low, i will di ec ly a ec by
inc easing digi al channel-a oidan beha iou s ( his b ings new insigh s in o he A oidan desc ip ion
o Lepkowska-Whi e, 2004). The e o e, we can conclude ha he only ela ion in which Online B2C
Pe cep ion shows o ha e a media ing e ec (on bo h T us and In imacy), is a oidance. By doing so,
we ex end p e ious esea ch on A oidance mo i a ions (Mu um, 2006; Ni anjanamu hy &
Dha mend a, 2013) and pe cei ed isks (Ho man e al., 1999; Miyazaki & Fe nandez, 2000; Palak &
Aksha , 2016) by con i ming he Lack o T us as a mo i a ion ac o o a oidance, and adding he
Lack o In imacy as a media o .
This esea ch u he demons a es he s ong e ec o In imacy in Online Shopping Pe cep ion and i s
media ion e ec on Web ooming and Show ooming, and pu s i in he spo ligh as a c ucial elemen .
I sugges s ha In imacy has g ea e impac on Online B2C Pe cep ion and a s onge e ec size on
Web ooming and Show ooming (as seen in change in dependen a iable due o each independen
a iable (O) in he Media ion Analysis – Table 7) compa ed o he concep o T us . The e o e, we can
say ha his s udy con ibu es o he ex ension o he opic o “In imacy” (Cook, 2010; Hook e al.,
2003; Jaspe , 2000) (which does no ha e a li e a u e as ex ensi e as us ) by con i ming i as one o
he main opics o s udy in ela ionship ma ke ing and cus ome ca e by e idencing he impo ance o
In imacy o Cus ome s. I also collabo a es in he ex ension o he indings (Go y, G., & Wes b ook,
R., 2011), on he impo ance o empa hy p ac ices in Online en i onmen s – inding a di ec ela ion,
no only o hese en i onmen s, bu o Web ooming and Show ooming.
In gene al, his disse a ion s a ed om such abs ac opics as he a o emen ioned lowe -o de
cons uc s and ela es hem o he Online Shopping en i onmen , and such ac ual and conc e e
phenomena as Web ooming and Show ooming. Consequen ly, his hesis is p o iding an analy ical
laye ha can help a ious s akeholde s in ol ed, such as esea che s, s uden s, and e aile s. In
addi ion, as we ha e wan ed om he beginning, s a ing om a social poin o iew and mo i a ion,
unde s anding his da a om socie y and wha i demands, can se e – beyond making consume s
spend mo e money – o inc easing he com o able and human eelings du ing he shopping
expe ience and make he use connec .
41
6.1 Theo e ical Implica ions
This esea ch se es o con ibu e, augmen , and ad ance he exis ing body o knowledge pe aining
o consume beha iou in he con ex o online shopping. By con i ming di ec ela ionships be ween
speci ic emo ions and esul an beha iou s, i expands he heo e ical unde s anding in his domain
and ills a esea ch gap on speci ic cons uc s.
As men ioned in he in oduc ion, he e’s an exponen ial g ow h in he s udy o Online shopping
beha iou s o consume s, being one o he mos signi ican esea ch agendas (Chen, 2009). This s udy
con ibu es o he knowledge o i , adds alue on he Topics o T us and In imacy in Online Shopping,
p o ing i s di ec e ec and con i ms he inc easing endency o Web ooming (78% o he pa icipan s
decla e o commi his p ac ice) and Show ooming (hal o he esponden s, 52%, decla ed o commi
i ). The me hod used in his s udy, can be ecommended o o he esea che s who wan o analyze he
ela ionship be ween speci ic emo ions (S imuli) a ec ing Online Shopping in o a speci ic esponse
(Response) in o de o gi e an accu a e answe on he upcoming challenges on consume beha iou
due o he use o echnology.
Fi s ly, i can se e as a base o hose who wan o s udy T us and In imacy, since he cons uc s used
in his esea ch o de ine hem, we e con i med as eliable and accu a e lowe -o de cons uc s
(mul i-collinea i y was checked wi h a 5,000 boo s apping). Also, since he eliabili y, alidi y and
model i demons a ed, hese cons ain s can be applied o o he ype o s udies, in di e en ields
a he han consume beha iou . I enables esea che s o base hei wo k in he cons uc s o
Reliabili y, C edibili y, and Secu i y in o de o s udy T us as a whole, and he same wi h he concep s
o Ca e, Empa hy, Communica ion, and Pe sonal Expe ience o deepen on In imacy. This allows
esea che s o ha e s ong e idence in hei esea ch adding alue o o he knowledge ields.
Fo he bes o ou knowledge – a e an exhaus i e in es iga ion wo k on di e en Jou nals,
da abases, Uni e si y wo k eposi o ies and P o essional o Co po a i e Websi es and epo s – his
disse a ion p esen s a wo old app oach on Online Shopping li e a u e.
Fi s ly, al hough i implica es many concep s in which esea ch exis ed be o e, i b ings a new laye o
in o ma ion s udying hei co ela ions. Fo he bes o ou knowledge, his is he i s s udy ha
c osses T us and In imacy wi h Online comme ce B2C Pe cep ion and he pe cep ion o Web ooming
and Show ooming as a esponse using he SOR amewo k.
42
Secondly, i con ibu es o a new line o esea ch based on he emo ions ha a channel ela ionship
c ea es, a he han a b and ela ionship. The e o e, i di e en ia es om he exis en Li e a u e
e iew ocused on he b and dimension (B and T us and B and Lo e (as in Kelle , 2001; Nilowa dono
e al., 2020 and Robe s, 2005); B and In imacy (as in Fou nie , 1998; Na a elli, 2018; Pa k e al., 2006;
Robe s 2004)), and unc ional dimension (design and secu i y in E-comme ce as in Ho man e al.,
1999; Miyazaki & Fe nandez, 2000; Palak & Aksha , 2016) and p esen s channel-based esul s. We
demons a ed ha bo h elemen s play a ole in Online Shopping pe cep ion, and di ec ly a ec he
way in which consume s decide o buy and make he inal pu chase decision. Fu he mo e, i expands
he li e a u e on T us (con i ming i s di ec media ion in Show ooming, Web ooming bu abo e all, on
A oidance, whe e i has a di ec e ec (con i ming H3a), and an Indi ec e ec media ed by Online
Shopping Pe cep ion. Mo eo e , as said be o e, i ills he esea ch gap on he concep o In imacy
ela ed o he channel dimension.
Thi dly, i was ound ha he e was a di ec e ec when emo ing he O ganism, he e o e he S imuli
(In imacy and T us ), doesn’ only a ec he Online B2C Ecomme ce pe cep ion posi i ely (H, H1a,
H1b), bu also has a di ec media ion e ec on he channel p e e ence. The es ing o a model wi hou
an O ganism, b ough o ligh ha he S imuli (T us and In imacy) di ec ly caused esponse
(Show ooming, Web ooming, and A oidance) in he absence o o ganism (online B2C p e e ences) - as
s a ed in he media ion analysis.
To inalize, one o he mos no el insigh s ha ou esea ch esul e eal, is ha : While bo h T us and
In imacy ha e a posi i e e ec on Online B2C E-comme ce pe cep ion (con i ming hypo heses H1, H1a
and H1b), In imacy shows o ha e a s onge e ec compa ed o us . Sugges ing ha cus ome s
alue In imacy e en mo e han us , and decla e o ind i less while Shopping Online.
6.2 Manage ial Implica ions
The di e en esul s, conclusions and indings, men ioned in his s udy, ha e impo an implica ions
ha should be conside ed o online e aile s. Since we conside ed “Online Shopping” as a whole,
bo h Only Online Re aile s and Mul i-channel e aile s (also a ailable o line) can ind insigh ul
conclusions.
The e’s aluable insigh s o all e aile s who wan o s ay ele an in a cons an ly e ol ing
en i onmen by lis ening o wha he cus ome s demand. Se e al companies claim o use
omnichannel s a egies and expand o he online en i onmen (Ken , 2016), o example adi ional
O line e aile s such as El Co e Inglés o Ca e ou , in eg a e hei O line and Online selling
s a egies. Howe e , in a as -paced and cons an ly g owing en i onmen - is common o ollow he
43
ends o he indus y o wha o he compe i o s a e doing in e ms o expansion and use o
echnologies ins ead o c ea ing new alue (Kim, & Maubo gne, 2014). On he o he side, as
men ioned in he in oduc ion, he as g ow h comes wi h global challenges such as he economic
and men al ecupe a ion om a pandemic and he consequences o an on-going wa agains Uk aine.
This disse a ion con i ms ha momen s o unce ain y, and in such a compe i i e and g owing
en i onmen , i ’s impo an ha e aile s ake in o accoun he opinions and emo ions o hei
cus ome s (Mandal, 2020) in eg a ing in o hei s a egies concep s as T us and In imacy, which
shows o ha e a posi i e e ec on Online Channel pe cep ion (H1, H1a, H1b) and a media ion e ec
on he pu chase channel.
The con i ma ion o T us and In imacy a ec ing online B2C Pe cep ion (H1, H1a, H1b), Online B2C
Pe cep ion a ec ing a oidance (H3c), T us a ec ing a oidance (H3a) and In imacy a ec ing
Web ooming (H3b) should be conside ed by e aile s in o de o c ea e a di e en ial alue and emain
close o hei consume s in an o e sa u a ed ma ke (due o low en y ba ie s and easy access o
in o ma ion and ools e.g. Shopi y). All B2C e aile s should be awa e o he e ec o T us and
In imacy in Online B2C pe cep ion (H1). Fi s ly, he pu ely Online Re aile s, bu also he O line
e aile s hinking abou joining he Online selling en i onmen as one o hei dis ibu ion channels
and he e aile s who ollow an Omnichannel s a egy. As he li e a u e con i ms, cus ome jou ney is
key (Lemon & Ve hoe , 2016), bu also he capaci y o be pe cei ed as T us able and de elop an
In ima e ela ionship.
Also, e en i some o he ela ion we e no conside ed as an ini ial hypo hesis, he esul s o he
p esen disse a ion in he media ion analysis (Media ion Analysis - Table 7) b ing insigh ul key
concep s o e aile s. The esul s con i m a s onge e ec on In imacy on Online B2C E-Comme ce
pe cep ion (H1b, p esen ed on Table 6 - Hypo heses analysis). The suppo ed hypo heses o he e ec
o In imacy on Web ooming was con i med (H3b), (con i ming a posi i e e ec ), he e o e a pe son
who eels in imacy in online shopping, is likely o buy o line. Howe e , his does no measu e
endency o buy online; Tendency o buy online is measu ed by Show ooming. In ou esea ch,
In imacy p o ed o ha e a signi ican impac on Web ooming, bu i also p o ed o ha e a signi ican
impac on Show ooming. The e o e, i ’s essen ial o ha e a be e unde s and o hese concep s an
in eg a e hem in omnichannel s a egies (Ken e al., 2016; Ve hoe e al.,2007), since he Use o
nume ous channels imp o e pe cei ed se ice quali y, esul ing in sa is ac ion (Fla ián e al., 2019).
This expands he cus ome jou ney li e a u e, by de ec ing ha use s can buy bo h online o o line
when hey pe cei e in imacy in online shopping. The same happens wi h T us , use s can buy bo h
online o o line when hey pe cei e T us in online shopping.
44

6.3 Limi a ions and u he lines o esea ch
This hesis has been conduc ed while conside ing a se o cons ain s and limi a ions.
Fi s ly, in o de o ocus he esul s on he Hypo heses, he demog aphics o he esponden s we e no
analysed as a media ing ac o . Fu he lines o esea ch could go deepe on he di e en
sub-segmen s o sub- a ge s and iden i y g oups in which Online Pe cep ion exis s as a media ion
e ec .
Also, ano he speci ic hing componen o he Online Shopping beha iou ha was no men ioned in
he s udy, is he p oduc ca ego y. The e o e, o deepen in he knowledge and spo speci ic bias and
ca ego y-speci ic challenges, hose who s udy indi idual di e ences in online shopping T us and
In imacy, should include he e ec on di e en ca ego ies (such as a p oduc s an expe ience o Re ail
s Au omo i e).
Thi dly, i is wo h no ing ha he s udy p ima ily examined he in luencing ela ionship o speci ic
highe -o de cons uc s, a he han del ing in o he in ica e mechanisms ha explain how
lowe -o de cons uc s impac T us and In imacy in he con ex o Online Shopping (Hook e al., 2003;
Jaspe , 2000). This is a possible subjec o u he explo a ion and u u e esea ch in o he in ica e
dynamics unde pinning he c ea ion and mani es a ion o T us and In imacy in he online shopping
en i onmen .
Addi ionally, as he s udy p ima ily aims o iden i y di ec e ec s among he cons uc s p esen ed in
he Concep ual F amewo k, i did no ex ensi ely in es iga e he nega i e esponses conce ning he
pe cep ion o T us and In imacy ha we e exp essed by some pa icipan s. Fu u e esea ch could
ep esen an objec o s udy, in o de o ul ill hem and u n hem in o a mo e posi i e expe ience. By
examining hese nega i e esponses and hei unde lying ac o s, esea che s, and p ac i ione s can
wo k owa ds enhancing he o e all online shopping expe ience and os e ing s onge T us and
In imacy be ween consume s and e-comme ce pla o ms.
This disse a ion was only limi ed o con i ming he impo ance o T us and In imacy, and he ac ha
hey a ec Online B2C E-comme ce pe cep ion and he elec ion o he pu chasing channel. Addi ional
examina ion could e i y how he la es de elopmen s o echnologies like AR, VR and i s applica ions
like Cha bo s, Me a e se, Vi ual Assis an s and Vi ual T y-Ons y (Shaji & Geo ge, 2012) impac
hese highe -o de cons uc s (see Annex Table 8 o an example). This ype o esea ch is needed in
o de o main ain an i e a ion in omnichannel e ail s a egies and keep imp o ing he o e all
45
consume expe ience. Fu he mo e, i i is de e mined ha echnology can po en ially con ibu e o
add essing hese issues, ollow-up in es iga ion should be conduc ed o examine he a ious
sociodemog aphic cha ac e is ics ha may be associa ed wi h T us and In imacy pe cep ions in
Online Shopping pla o ms among cus ome s.
Mo eo e , hese possible ollow-up s udies could implemen a se ies o guidelines o p o ed insigh s
ha could help e aile s and s akeholde s in ol ed in Online Shopping comme ce o Omnichannel
s a egies. Fo example, once sociodemog aphic and beha iou al ea u es ha e been iden i ied,
e aile s could hen employ echniques such as da abase il e ing ques ions and Clus e Analysis o
iden i y and ca ego ize cus ome s and know which g oup o people is mo e inclined o decla e
nega i e pe cep ions o T us and In imacy while shopping online. This would gi e shoppe s mo e
con ol o e he expe ience, and allowing hem o ailo he p ocess (Bu ke, 2002):
- Subsequen ly, e aile s could pe sonalize he Use In e ace o ca e o he speci ic needs o
cus ome s based on hese iden i ied ea u es. This can be achie ed by u ilizing, i ound,
echnology ha enhances he sense o In imacy and T us du ing he online shopping
expe ience
- In addi ion, du ing he egis a ion p ocess o new use s, pa icula ly hose belonging o
clus e s ha a e sensi i e o pe cei e Lack o T us and in imacy when making online
pu chases, i may be bene icial o inqui e abou he p e e ed ypes o echnology ha use s
would like o u ilize o enhance hei o e all shopping expe ience. These op ions may include
ea u es such as i ual eali y ials, cha bo s, eal- ime suppo assis an s, s ylis s, o o he
p o essionals.
By adop ing hese s a egies, e aile s can s i e o c ea e a mo e ailo ed and pe sonalized online
shopping expe ience ha add esses cus ome s' needs and os e s a be e sense o ela ionship. This,
is inc edibly impo an , since, as shown in his disse a ion, he e is s ill emo ional needs o co e in
ega d o he Online Shopping expe ience, and only wi h con inuous esea ch and i e a ion o he
shopping expe ience – keeping he cus ome and hei emo ional needs a he cen e o hei s a egic
decisions – e aile s be able o emain leade s.
46
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62
1. APPENDIX A
Ques ionnai e 1s D a
Dea pa icipan ,
This is a su ey (14 ques ions, a ound 10/15 min) o e alua e he pe cep ions o consume s buying
online in di e en ca ego ies.
The e is no isk in ol ed in answe ing any o he ollowing ques ions. Remembe ha you
pa icipa ion in his su ey is olun a y, which means ha you a e ee o pa icipa e o no , as well as
gi e i up a any ime. Howe e , you esponses a e e y impo an , comple ely anonymous, and will
be used only o academic pu poses.
*The panel o Appinio, au oma ically classi ies (since i al eady knows i ) he gende and age o he
esponden – which al eady ga e hei consen and decla ed hey a e o e 18 yea s old.
Ques ion
Answe
Please a e you deg ee o ag eemen wi h he
ollowing s a emen s abou on a scale o 1
(s ongly disag ee) o 7 (s ongly ag ee).
I am qui e ce ain abou wha I will ge a e buying
online
I know how o ge wha I need om wi h e-comme ce
s o es
I gene ally us e-comme ce s o es
I ind pe sonalized ecommenda ions when buying
online
When buying online, I ind mo e b ands ha a e
sensi i e o my in e es s
I end o check he Social Media quali y o he
e-comme ce s o es I buy a be o e buying
I would end o buy a p oduc based mo e on he
opinion o a iend han on online e iews.
I don' us online e iews, I hink hey end o be
63
alse.
I'm a aid o being obbed gi ing my ca d online
I only buy om online s o es ha also exis o line.
Please a e you deg ee o ag eemen wi h he
ollowing s a emen s abou on a scale o 1
(s ongly disag ee) o 7 (s ongly ag ee).
I eel like I'm pa o a communi y when I buy o line
I end o eel close o a b and when I spend 1 hou in
an online shop s an on-si e shop
I eel a sen imen al o a ec iona e ela ionship wi h
b ands I' e known o line
Please a e how s ong you eel his emo ions when
shopping online s o line: Closeness, Wa m h, Ca e,
Calm, A ec ion
I'd a he spend an hou shopping online han in a
shopping mall
I you a e conside ing he pu chase o a speci ic
p oduc ha wi h a special emo ional cha ge
o you (e.g. a d ess o assis o a wedding),
whe e do you usually sea ch o in o ma ion
(e.g. p ice, ea u es e c.)?
All he ime
O en
Some imes
Ra ely
Ne e
I sea ch online o in o ma ion
I go o a s o e and ask a sales pe son
I use he cha unc ion on online e ail s o es
I ask iends and amily
I look o a se ice phone numbe on he s o e websi e
and call hem
I go on he b and’s social media accoun
I check e iews on o ums and blogs
S udy 1
Measu emen I em
64
71

APPENDIX B
Appendix B.NOVA IMS E hics Commi ee App o al
72
ANNEXES
1.Plu chik's (1980) psychoe olu iona y heo y o basic emo ions - Wheel o emo ions
2.Rep esen a ion o p e e ences and sa is ac ion o High-Emo ion s Low-Emo ion Cus ome s
73
3.Homepage o Appinio Websi e
4. MoTEC by Egge (2001)
5.Possible S udy o Fu he Lines o Resea ch
74
6.
Table 8
Scales and measu emen s o Fu he Lines o Resea ch
75
76