I “showroom” but “webroom” too: investigating cross-shopping behaviour in a developing nation

Roy, Subhadip; Sharma, Kirti; Choudhary, Sharuti

doi:10.1108/ijrdm-05-2021-0222

Cited by 13 publications

(16 citation statements)

References 53 publications

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“…While the pandemic has accelerated the adoption of e‐commerce, showrooming, webrooming, and omnichannel studies are research areas that have interested researchers for several years. These studies include exploring the drivers of consumer adoption of e‐commerce (Zerbini et al, 2022), investigating online experiences shaping webrooming behavior (Schiessl et al, 2023), and examining the cross‐shopping behavior, specifically showrooming and webrooming in a developing nation context (Roy et al, 2022).…”

Section: Science Mapping Results and Discussionmentioning

confidence: 99%

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Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

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Section: Science Mapping Results and Discussionmentioning

confidence: 99%

“…These studies include exploring the drivers of consumer adoption of e-commerce (Zerbini et al, 2022), investigating online experiences shaping webrooming behavior (Schiessl et al, 2023), and examining the cross-shopping behavior, specifically showrooming and webrooming in a developing nation context (Roy et al, 2022).…”

Section: Pandemic Studies (Ts3 Period)mentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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show abstract

“…Interestingly, recent research has relied upon “Integrated store service quality” to demonstrate the different engagement behaviors of the omnichannel shoppers (Natarajan and Ramanan, 2023) and their online, offline and social media word of mouth behaviors (Natarajan and Veera Raghavan, 2023b) but not on the behaviors that bring in revenue to store like cross-buying behaviors or customers’ willingness to pay more. Parallelly, recent omnichannel literature has focused on webrooming phenomena to decode the antecedents (Aw, 2019) and factors affecting webrooming intentions (Shankar and Jain, 2021), highlighting its benefits to customers in terms of overall satisfaction (Roy, 2022). They have demonstrated how product characteristics, consumer traits and channel-related factors affect customer webrooming intentions (Aw, 2020).…”

Section: Discussionmentioning

confidence: 99%

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Natarajan,

Veera Raghavan

2023

IJQSS

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Purpose Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested. Design/methodology/approach The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM. Findings The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store. Research limitations/implications The study is conducted in the Indian population, where omnichannel retailing is still nascent. Originality/value This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.

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“…In addition, findings from prior studies revealed that the decision to webroom can be determined by different economic and non-economic motivations (e.g. efficiency shopping, deprivation-curiosity interest and joy of discovery) (Aw, 2019;Roy et al, 2022). The latest research has started to explore the experience and outcomes of webrooming.…”

Section: Literature Review and Conceptual Development 21 Webroomingmentioning

confidence: 99%

Webrooming as the new retail experience: a smart-shopping perspective

Chuah

2023

IJRDM

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PurposeWebrooming (i.e. searching information online and making the final purchase in a physical store) has become a popular shopping practice, but remains insufficiently studied. To address this, a research framework encompassing online and offline channel attributes (i.e. online review diagnosticity, online search convenience, expected price loss, offline purchase effort and offline after-sales service convenience), consumer traits (i.e. anticipated regret) and shopping experience (i.e. smart-shopping perception) as determinants of webrooming continuance intention is proposed.Design/methodology/approachThe proposed model was validated by conducting a questionnaire-based survey that yielded 354 useable responses. The data was subjected to partial least squares structural equation modelling and importance-performance map analysis.FindingsAccording to the obtained results, online review diagnosticity, offline after-sales service convenience and anticipated regret are the vital antecedents of webrooming continuance intention, while smart-shopping perception acts as the mediator.Originality/valueThe current study adds significantly to the body of knowledge about webrooming by validating the inter-relationships between online review diagnosticity, after-sales service convenience, anticipated regret, smart-shopping perception and webrooming continuance intention.

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I “showroom” but “webroom” too: investigating cross-shopping behaviour in a developing nation

Cited by 13 publications

References 53 publications

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Does integrated store service quality turn omnichannel shoppers into price-insensitive, cross-category purchasers, and loyal webroomers? Moderating role of perceived relationship investment and alternative retailer attractiveness

Webrooming as the new retail experience: a smart-shopping perspective

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