Customer’s Web Rooming Behavior in Consumer Electronics Industry of Bangladesh: Determining Purchase Offline Factors

This research investigates into the factors influencing web rooming behaviors leading to offline purchases within the consumer electronics industry of Bangladesh, with a specific focus on large home appliances. The study extends across the Dhaka, Chattogram, and Rajshahi divisions, involving a sample size of 400 participants. Using a comprehensive set of factors comprising 8 independent variables, it examines one (Purchase Offline) of two critical aspects of web rooming: 'Search Online' and 'Purchase Offline.' Employing techniques such as Cronbach’s alpha reliability analysis, correlation, and regression analysis, the study unveils positive impacts of these factors on web rooming behaviors. The outcomes revealed that eight factors of web rooming is positively correlated to ‘Purchase Offline’ [Complex Buying Behavior (r = 0.511, p < 0.001), Sensory Experience (r = 0.528, p < 0.001), Instant Gratification (r = 0.411, p < 0.001), Personalized Assistance (r = 0.399, p < 0.001), Social Experience (r = 0.313, p < 0.001), Avoiding Online Hassles (r = 0.365, p < 0.001), Difficulty in Re-solving Issues (r = 0.425, p < 0.001), and Trustworthiness of Sellers (r = 0.466, p < 0.001)]. All hypotheses are accepted. The research concludes by delineating its limitations, suggesting directions for future investigation, and offering recommendations.