Page 9 - research-at-iimv-june-01-2022-v3

This study investigates Gen Y luxury consumers’ webrooming
behaviour. A total of 402 usable responses were collected
using questionnaire surveys from the millennials in India.
Confirmatory factor analysis (CFA) and PROCESS Macro were
run to test the hypotheses. The findings show that the link
between perceived usefulness of searching online,
perceived ease of searching online, and webrooming
intention is significantly mediated by attitude toward
webrooming. Results also indicate that online risk perception
moderates the association of attitude toward webrooming
with webrooming intention. The results of this research will
help luxury marketers in formulating effective channel
strategies to maximize their reach via both offline and online

Jain, S., & Shankar, A. (2021). Exploring Gen Y channels. This study provides several contributions to the
luxury marketing and retailing literature by examining luxury
Luxury Consumers’ Webrooming Behavior: An consumers’ webrooming intention using an integrated
Integrated Approach. Australasian Marketing Technology Acceptance Model (TAM)–Theory of Reasoned

Journal, 18393349211022046. Action (TRA) framework.

This study aims to examine the role of trend affinity, emotional
value, and past sustainable practices on consumers’ sustainable Joshi, Y., Yadav, R., & Shankar, A. (2021). The
consumption behaviour. The research employed a survey
approach to collect responses; 282 usable responses were interplay of emotional value, trend affinity
and past practices in sustainable
received. Results established trend affinity, emotional value, and
consumption: an application of theory of
supportive behaviour towards environmental organisations as
significant determinants of individuals’ sustainable consumption reciprocal determinism. Journal of Strategic
practices. Using Theory of Reciprocal Determinism (TRD)
Marketing, 1-19.
framework and integrating personal, behavioural and social
factors, the study provides a novel perspective to understand
sustainable consumption behaviour. Policymakers and
practitioners can use the outcome of the study to promote
sustainable consumption behaviour among individuals to
minimise damage to the environment.

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