Purpose

The aim of this study is to evaluate the impact of convenience on banking consumers' webrooming intention. To fulfil this objective, this study empirically investigates how convenience impacts consumers' webrooming intention, using a comprehensive moderated–mediation framework. The study investigates the mediating effects of perceived hedonic values and perceived utilitarian values and how these mediating effects are moderated by consumers' perceived security concerns.

Design/methodology/approach

Data were collected using a questionnaire-based offline survey from 534 banking users in India, using systematic sampling. The covariance-based structural equation modelling and PROCESS macro were used to examine the hypotheses.

Findings

The results indicated that access convenience, search convenience, benefit convenience and post-benefit convenience have a crucial impact on consumers' webrooming intention. The perceived hedonic values and perceived utilitarian values mediate the effects of convenience dimensions on webrooming intention, and mediation effects varied between high and low levels of consumers' perceived security concern.

Research limitations/implications

This study was conducted in India using cross-sectional data. The proposed model can be replicated in other countries using longitudinal data for generalising the findings.

Practical implications

The study's findings will help banks identify how to enhance convenience to manage channel-switching behaviour.

Originality/value

“Webrooming”, a key channel-switching concern in a multichannel banking context is investigated by examining the impact of convenience dimensions.

中文翻译：

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便利性如何驱动消费者的网络娱乐意图？

目的

这项研究的目的是评估便利性对银行消费者网络放纵意图的影响。为了实现此目标，本研究使用全面的调解中介框架，以实证研究便利性如何影响消费者的Webrooming意图。该研究调查了享乐主义价值观念和功利主义价值观念的中介作用，以及消费者的感知安全问题如何缓解这些中介作用。

设计/方法/方法

数据是使用基于问卷的离线调查从印度的534位银行用户收集的，并进行了系统抽样。基于协方差的结构方程建模和PROCESS宏用于检验假设。

发现

结果表明，访问便利性，搜索便利性，利益便利性和后收益便利性对消费者的网络使用意图有着至关重要的影响。感知享乐价值和功利主义价值介导便利维度对网络放荡意图的影响，中介效果在消费者对安全感的关注程度高低之间有所不同。

研究局限/意义

这项研究是使用横截面数据在印度进行的。可以使用纵向数据对结果进行概括，从而在其他国家/地区复制拟议的模型。

实际影响

该研究的结果将帮助银行确定如何增强便利性，以管理渠道转换行为。

创意/价值

通过检查便利性维度的影响，研究了“ Webrooming”，这是多渠道银行业务环境中的主要渠道切换关注点。