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PurposeThis paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition.Design/methodology/approachThe fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour.FindingsThe results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming.Originality/valueThe authors’ research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour.

Purpose Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and showrooming. The purpose of this study is to determine the possible moderating effect of each of these behaviors from a cognitive-affective perspective. Design/methodology/approach The proposed theoretical framework was applied to a sample of 636 mobile phone users. Findings The results indicated that research shopping moderated the intensity of the relationship between emotions and perceived value and between emotions and satisfaction. The analysis of the moderating effect of each concrete type of research shopping behavior indicated that negative emotions had a more intense negative effect on perceived value and satisfaction in the case of webrooming than in the case of showrooming. Originality/value This study focused on determining the possible moderating effect of research shopping vs one-stop shopping and webrooming vs showrooming on the intensity of the relationship between emotions, perceived value and satisfaction, considering determining factors of customer engagement to retailers (Han and Jeong, 2013). To achieve this objective, the authors performed a quantitative research in the Spanish market, choosing mobile phones as a reference product. The results will contribute to the current state of omnichannel retailing research by the analysis – through a cognitive-affective approach – of the consequences that research shopping and each of its two basic types (webrooming and showrooming) have on retailers.

This paper analyzes the effect of the existence or not of failures, as well as the response of retailers to an eventual failure, influences the emotions developed by research shoppers. The empirical research is based on a survey with a sample of 636 mobile phone users. The results derived from the application of a structural equations model indicate that research shoppers develop more intense positive emotions when they do not have any complain with the retailers or if they solved the failure satisfactorily. Likewise, the relationship between research shoppers and the development of negative emotions is less intense when customers do not have any complain with the retailer or the company has solved the failure satisfactorily.

In today's environment it seems inevitable to start any conversation without reference to the COVID-19. Individuals have faced (many of them for the first time in their lives) the restriction of many of the activities they considered common and routine. Mostly, those that are done outside their homes or involve establishing close ties between people. Thus, drinking a cup of coffee, going to the gym, walking or shopping are done differently. Keeping safety distances, wearing masks and washing hands with hydroalcoholic gel regularly every time one enters, leaves or is in an enclosed place and the continuous outbreaks that occur largely discourage individuals from doing these activities at least as often as they did in the stage prior to COVID-19. The direct consequence is a negative effect on the economy of developed countries, since the tertiary sector (services) contributes most to their GDP.Also, the way of working has changed. Teleworking, without being really a new methodology, has been well received in some sectors that saw this discipline as something impossible or complicated. This is the case of education, real estate services or even the chemical industry. Therefore, the decrease in the thousands of daily trips from homes to workplaces is another element that negatively influences the income of companies such as transports and cafes, restaurants or food-trucks near the workplaces.So, it can be concluded that the COVID-19 has created a "new normal" that has changed the way of living and, consequently, consumers behavior. Whenever a crisis occurs, be it health,