Shopping Behaviour Factors and their Relationship on Consumer Preferences Between In-Store and Online Shopping
DOI:
https://doi.org/10.54536/ajebi.v4i3.6213Keywords:
Convenience, Customer Experience, Price, Product Availability, Shopping Behaviour Factors, Shopping Preferences, Time ConstraintAbstract
Even if online shopping is already widely used, it shouldn’t be assumed that in-store shopping is now irrelevant. Lots of buyers still purchase in-store. The shopping decision of the consumers in the municipality of Cabanglasan, Bukidnon is significantly affected by time, cost, availability, convenience, and experience. Consumers’ webrooming and showrooming behaviour are caused by various sets of online and offline elements. The research studied how shopping behaviour factors relates to the shopping preferences of people in Poblacion, Cabanglasan in order to discover this dynamic. Using a descriptive-quantitative approach, data were collected from 384 respondents using a structured questionnaire. The research used Spearman’s Rank Correlation because of the Theory of Planned Behaviour which guidance of the variables. The results showed that all found variables of shopping behaviour affect the preference of consumers significantly. Price and convenience affected them the most. Those who replied had good attitudes towards both online buying and store buying, suggesting that there is a hybrid mode of shopping, where people switch between the two depending on the situation. This study shows that consumers’ behaviour is an important determinant of their choices. The advice is that businesses should increase online system affordability, access and efficiency. In-store should improve engagement, personalized assistance and instant product availability. According to these insights, retailers and local policymakers can develop strategies in light of the evolving dual-channel retail world.
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