Determining the differences of the motivations effective in the consumers' smart shopping behavior by channel types: Comparing webrooming and showrooming

While the needs and demands of consumers are met with developing technology, the distribution channels they prefer have also started to differ in line with the needs and demands of these people. Webrooming and showrooming purchasing behaviours known as omnichannel strategies provide various conveniences for consumers. Nowadays, it is seen that conscious consumers prefer these channel types in order to save money, effort and time in the right shopping decision process. In this context, it is aimed to reveal the differences of motivations that affect the smart purchasing behavior of consumers with online shopping experience according to channel types. In this study, the data were accessed with easy sampling method and the data was collected and analyzed through questionnaire forms from 234 users. In addition to descriptive statistical analysis, the relationship between the variables in the scale was tested by confirmatory factor analysis and reliability tests through the t test and anova test. While online purchasing motivations (saving time/effort, correct purchasing, saving money and smart sense) are verified as a four-dimensional structure, the perception of money saving by showroomers differs from webroomers.