The Practice Of Webrooming In Generation Z: Empirical Analysis On Peruvian Buyers

Abstract

This article focuses on the practice of webrooming among Generation Z youth residing in metropolitan Lima. The research seeks to answer the following question: How do convenience orientation and impulse buying propensity influence the practice of webrooming, and how does this practice impact channel integration and purchase preferences in physical stores? To address this, a conceptual model was developed based on relevant academic literature, which was validated through field research. An online survey with Likert-scale questions was conducted with a non-probability sample of 384 young individuals with webrooming experience. Data analysis was carried out using Structural Equation Modeling (SEM), a technique appropriate for the type of hypotheses and sample size. The main results reveal that: 1) convenience orientation negatively influences webrooming; 2) impulse buying in digital media is driven by factors such as website design, product features, and retailer strategies; and 3) webrooming moderates the relationship between channel integration and purchase intention in physical stores, particularly among Generation Z consumers. These findings contribute both to the academic field and to omnichannel retail management by providing a better understanding of the behavior of a key segment entering the Economically Active Population.