Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction

Flavián, Carlos; Gurrea, Raquel; Orús, Carlos

doi:10.1016/j.intmar.2019.02.002

Cited by 108 publications

(172 citation statements)

References 61 publications

(154 reference statements)

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“…Webrooming has been referred to as a form of multichannel shopping (Burke, 2002), crosschannel shopping (Heitz-Spahn, 2013) and research shopping (Verhoef et al, 2007). Following Flavián et al (2019), webrooming involves a purchase process with a choice phase divided into two parts. In the first stage, the consumer finds on the internet an alternative that probably best matches her or his needs or shopping goals, but a lack of confidence prevents the online purchase.…”

Section: Research Backgroundmentioning

confidence: 99%

“…Webrooming allows consumers to reduce the uncertainty associated with the purchase and to make the decision with a high degree of confidence (Flavián et al, 2016(Flavián et al, , 2019. Choice confidence is related to the certainty with which consumers' attitude toward the decision is held (Rucker et al, 2014).…”

Section: Research Backgroundmentioning

confidence: 99%

“…Moreover, they encounter a new alternative (rival hereinafter) which can be also considered for the purchase. If the consumer carries out webrooming experiences to be confident in the product's adequacy (Flavián et al, 2019), it seems interesting to include a new alternative to test the stability of the consumer's initial preferences.…”

Section: Effects Of the Online-offline Combinationmentioning

confidence: 99%

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The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Orús

Gurrea

Ibáñez‐Sánchez

2019

SJME

Self Cite

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Purpose This purpose of this paper is to analyze how consumers’ online recommendations affect the omnichannel webrooming experience based on the internet, physical and mobile channels. Design/methodology/approach Two experimental studies are implemented. Study 1 analyzes the impact of an online review on the physical interaction with the product. Study 2 modifies the moment of receiving the online recommendation and its social tie. Findings Webrooming improves the shopping experience. Online recommendations from anonymous customers increase confidence in the product’s adequacy, although this effect depends on the moment of receiving the recommendation and the level of confidence before interacting physically with the product. Friend recommendations reinforce preferences regardless of previous online experiences. Research limitations/implications This research examines the effects of different types of online recommendations on offline shopping experiences, choice and confidence. Confidence is stressed as a key variable in omnichannel behavior. Practical implications The findings offer practical value for electronic word-of-mouth marketing, omnichannel marketing, as well as online and physical channel management. Originality/value This is one of the first studies that examine the impact of online consumer recommendations on shopping experiences combining online, mobile and physical channels. The results reveal the importance of recommendations’ source and moment of reception for determining consumers’ preferences, choice and confidence.

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Section: Research Backgroundmentioning

confidence: 99%

Section: Research Backgroundmentioning

confidence: 99%

Section: Effects Of the Online-offline Combinationmentioning

confidence: 99%

See 1 more Smart Citation

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Orús

Gurrea

Ibáñez‐Sánchez

2019

SJME

Self Cite

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“…What is a quick and simple solution to your dilemma has labelled you as a cross-channel shopper; one of the most challenging kind of consumers for retailers (Chou et al, 2016). Such apparent exploitation of retailers by switching between online and physical store channels has become commonplace (Fornari et al, 2016;Kalyanam and Tsay, 2013;Konuş, Verhoef, and Neslin, 2008), with such cross-channel behaviour typically perceived as intentional (Flavián, Gurrea, and Orús, 2019;Santos and Gonçalves, 2019;Schneider and Zielke, 2020). Although, as this example illustrates, cross channel switching may not always be an intentional behaviour, with some consumers forced to switch channels due to factors outside their control.…”

Section: Introductionmentioning

confidence: 99%

Consumer cross-channel behaviour: is it always planned?

Maggioni¹,

Sands

Ferraro

et al. 2020

IJRDM

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PurposeFor consumers, cross-channel behaviour is increasingly prevalent. Such behaviour involves consumers actively engaging in (and deriving benefit) from one channel during a product search but switching to another channel when making a purchase. Drawing on multi-attribute utility theory, this study proposes a cross-channel behaviour typology consisting of three key aspects: channel choice behaviour, functional and economic outcomes and consumer-specific psychographic and demographic variables.Design/methodology/approachSegmentation analysis conducted via latent class analysis (LCA) was performed on a sample of 400 US consumers collected via an online survey.FindingsCross-channel behaviour is not always intentional. We identify a specific segment of consumers that most often engage in unplanned, rather than intentional, cross-channel switching. We find that of all shoppers that engage in cross-channel behaviour, a fifth (20%) are forced to switch channels at the point of purchase.Practical implicationsCross-channel behaviour can be mitigated by retailers via a deep understanding of the driving factors of different configurations of showrooming and webrooming.Originality/valueIn contrast with existing conceptualisations, this study suggests that cross-channel behaviour often stems from consumers being “forced” by factors outside of their control, but within the retailers' control. This research presents a nuanced approach to decompose consumer cross-channel behaviour from the consumer perspective as planned, forced or opportunistic.

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“…Thus, customers Omni-channel users may decide to make full use of the services provided for carrying out a purchase or opt for partial use simply to aid their purchase. This general framework includes phenomena such as research shopping (Verhoef et al, 2007), which implies the use of the information services of both channels, and other cross-channel behavior (Flavián et al, 2019), which implies using different channels to obtain information and assurance of product delivery in the desired form. Due to their potential to provide cross-channel complementarities, information search services and product delivery services are the most frequent cross-channel combinations (Murfield et al, 2017) but they are not the only possibility in this more general framework.…”

Section: Distribution Services As Segmentation Criteriamentioning

confidence: 99%

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

Cortiñas

Chocarro

Elorz

2019

SJME

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Purpose Consumers are increasingly combining distribution channels, thus displaying so-called omni-channel behavior, both to complete a given purchase and between purchases. The authors make a distinction between omni-channel customers, who make use of distribution services in both channels and omni-channel users, who make partial use of the distribution services of one channel to support purchases in another. This paper aims to identify the omni-channel behavior among the customers of a global fast fashion retailer dealing in a wide range of apparel and clothing accessories. Design/methodology/approach Using a multinomial logit model, the authors perform a customer segmentation based on observed omni-channel behavior, considering the explanatory roles of demographics, distribution service features and customer service policies across the different retail channels. Findings The authors observe that the key retail channel features for explaining omni-channel customer behavior are product accessibility, both in store and online; the assurance that goods purchased online will satisfy the customer’s needs and expectations; and the option to return goods found unsatisfactory. Practical implications The results clearly show that the nature of the visits and purchases made by customers is determined by various components of the companýs customer service policy, which can, therefore, be used to guide the retailer’s segmentation strategy. Originality/value Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment, which might be worth exploring in future research. Future research Future lines of research should explore the economic implications of this customer segmentation. The price perception data emerging from our findings suggest a greater sensitivity to prices in the mono-channel segment which might be worth exploring in future research.

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Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction

Cited by 108 publications

References 61 publications

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

The impact of consumers’ positive online recommendations on the omnichannel webrooming experience

Consumer cross-channel behaviour: is it always planned?

Omni-channel users and omni-channel customers: a segmentation analysis using distribution services

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