Combining channels to make smart purchases: The role of webrooming and showrooming

Flavián, Carlos; Gurrea, Raquel; Orús, Carlos

doi:10.1016/j.jretconser.2019.101923

Cited by 161 publications

(224 citation statements)

References 72 publications

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“…In turn, these feelings have a positive impact on customers' search process satisfaction. Another study by Flavián et al (2020) actively manipulates showrooming and webrooming behavior in an online experiment to assess the influence of these two research shopping behaviors on the customer experience. According to their results, customers think that webroomers are saving more time and effort while shopping than showroomers and that webroomers are more likely to make the right purchase decision than showroomers.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Depending on the different shopping motivations that incite customers to engage in a specific customer journey, some channels may be more attractive to customers than others (e.g., Arnold and Reynolds, 2003;Verhoef et al, 2007;Heitz-Spahn, 2013;Flavián et al, 2020). Research shows that a retailer's physical store provides customers with much better access to sales advice while shopping than an online store (Alba et al, 1997;Avery et al, 2012).…”

Section: Shopping Motivationsmentioning

confidence: 99%

“…Webroomers typically engage in a relatively extensive search before their purchase by using both online channels and the physical store to carefully research and examine the products (Viejo-Fernandez et al, 2018). For search goods, consumers' evaluation of products can be very useful to reduce, for example, purchase risk and increase consumers' purchase confidence (Flavián et al, 2019(Flavián et al, , 2020. Risk reduction is an important motivation to switch between channels and devices (e.g., De Haan et al, 2018).…”

Section: Product-related Variablesmentioning

confidence: 99%

“…As webrooming has become common practice in omnichannel consumer behavior across the world (Sands et al, 2016;Herhausen et al, 2019;Flavián et al, 2020), research on the webrooming phenomenon is becoming more and more important. In light of the newly gained complexity that has arisen with the multitude of different touchpoints and providers that customer can choose from along their journey, retailers struggle to identify, understand, and serve webroomers (Flavián et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Antecedents of Webrooming in Omnichannel Retailing

et al. 2020

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Although webrooming has become common practice in omnichannel consumer behavior, only a few empirical studies have managed to shed light on the phenomenon. With this research work, we aim to investigate important antecedents of webrooming. We base our conceptual framework on anticipated utility theory and expect that customers’ anticipated utility from using the physical store versus the online store for purchase can be predicted by four groups of antecedents: psychographic variables, shopping motivations, channel-related variables, and product-related variables. With the help of a data set from a large cross-national online survey in which 1497 customers reconstruct their last purchase journey, we differentiate webroomers from pure online shoppers. In addition, we disentangle customers who used retailer-owned, competitor-owned, and independent touchpoints along the search and purchase phase of the customer journey in order to characterize webroomers in an omnichannel context and assess their prevalence in different countries and industries. Our insights on the characteristics and antecedents of webrooming help retailers to detect and better understand the psychology behind the webrooming phenomenon from a consumer perspective in an omnichannel retailing environment. In addition, results from our exploratory analysis on the positive association between webrooming and customer spending contribute to research and practice by providing first evidence on the economic value of webrooming.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Shopping Motivationsmentioning

confidence: 99%

Section: Product-related Variablesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Antecedents of Webrooming in Omnichannel Retailing

et al. 2020

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“…The difference in the consumers motivation in showrooming and webrooming is determined (Flavián, Gurrea, & Orús, 2020;Schneider & Zielke, 2020). Efficiency of transition from multichannel to omnichannel retail trade is proved (Shi, Wang, Chen, & Zhang, 2020).…”

Section: Problem Statementmentioning

confidence: 99%

Virtual Merchandising As A Progressive Driver Of Retail In Digital Economic Conditions

Ralyk¹,

Ivanova²,

Gorgodze³

2020

European Proceedings of Social and Behavioural Sciences

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Investigation of consumers' cross‐channel switching intentions: A push‐pull‐mooring approach

Haridasan

Fernando

Saju

2021

J of Consumer Behaviour

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This research develops and tests a model on cross‐channel switching intentions using the PPM framework. Four hundred and fifty‐six valid responses were collected from online and in‐person survey. The proposed relationships were tested using structural equation modelling. The results confirmed the positive influence of push (extent of external information search) and pull (alternative attractiveness) factors on switching intention in the cross‐channel context. The study also showed that higher multichannel self‐efficacy and lower switching costs significantly increased the pull effect. However, the effect of multichannel self‐efficacy on the push factor differed for online and offline consumers. Additionally, the results confirm that product fit uncertainty and purchase involvement significantly influenced the extent of information search. The study makes recommendations that can aid retail managers minimise the impact of push and pull variables. Information provision and merchandising strategies can dissuade highly involved consumers from searching extensively. Similarly, selective lock‐in strategies can reduce the attractions of alternative channels. This work contributes to the growing body of studies that investigate the effect of information search in a multichannel context.

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Combining channels to make smart purchases: The role of webrooming and showrooming

Cited by 161 publications

References 72 publications

Antecedents of Webrooming in Omnichannel Retailing

Antecedents of Webrooming in Omnichannel Retailing

Virtual Merchandising As A Progressive Driver Of Retail In Digital Economic Conditions

Investigation of consumers' cross‐channel switching intentions: A push‐pull‐mooring approach

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