Potential benefits and descriptive norms in webrooming: an extended model of goal-directed behaviour

Abstract

PurposeThis purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the consumer's rationale and intent behind webrooming.Design/methodology/approachA survey instrument was employed to collect the data. A total of 324 usable responses were obtained, and the structural equation modelling technique was used for analysis.FindingsThe results of the study revealed that consumers utilised the information collected online to strike better deals offline. Also, webrooming not only stimulated smart shopper feelings amongst shoppers but also assisted them in avoiding certain risks associated with shopping online. Besides, support was also garnered for informative and possession benefits linked with webrooming. The findings demonstrated the positive impact of attitude, anticipated emotions and perceived behavioural control on desire, which in turn positively determined the intentions. Significant mediation impact was also observed between attitude and intentions via desire. However, past behaviour was evidenced to impact only intentions. Surprisingly, descriptive norms emerged as a stronger predictor of consumers' desire as opposed to subjective norms, which was found to be insignificant.Research limitations/implicationsInformation search and switching costs associated with webrooming have not been considered in this study. A larger sample size would help draw broader generalisations.Practical implicationsWhile online retailers can utilise the findings of the study to convert webrooming shoppers into buyers, alternatively, offline stores can use the key insights to retain webroomers. Additionally, educators can use the findings of the study to teach the students about the changing retailing dynamics.Originality/valueThe present study emerges as the first one to incorporate cognitive, affective and habitual factors collectively for a better understanding of the webrooming phenomenon.

Drivers of showrooming behaviour: insights from integrated perspectives

“…Also, past showrooming experience surfaced as a key motivating factor driving showrooming phenomenon. Quite recently, Arora et al (2021) too proposed that knowledge gained from past multi-channel shopping experiences helps shoppers in minimizing shopping-related risks which in turn fosters the re-performance of the behaviour. Furthermore, showrooming is largely perceived as quite beneficial then directly purchasing online.…”

“…The combination of benefits across these distinctive mutually exclusive channels permitted the shoppers to derive maximum shopping value (Kalyanam and Tsay, 2013). Showrooming customers also appeared successful in evading the regret tied to paying high product prices offline and making sub-optimal product choices online (Arora and Sahney, 2018;Arora et al, 2021). Additionally, participants exhibited gaining a high level of confidence over the product choices via showrooming (Flavian et al, 2019).…”

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

“…The top brand Apple in the mobile industry is providing the services of webrooming to the consumers for developing the attitude and it helps in decision making to purchase products and services (Aw et al, 2021b;. On the other hand, Microsoft is also providing the services of webrooming for the information of consumers related to the product and services (Arora et al, 2021). The information attached on the websites for the consumer is always interested and the feedback of different consumers helps the other world to make decisions for purchasing (Goraya et al, 2020;Shankar & Jain, 2022).…”

Configurational analysis of conditions influencing customers’ channel switching intention in omnichannel retailing: a fuzzy-set analysis

“…Chou et al ( 2016 ) suggested that subjective norms and past switching behaviour must combine with attitude toward switching, switching cost, and variety-seeking for a sufficient configuration that contributes to a cross-channel free-riding intention. Likewise, Arora et al ( 2020 , 2021 ) stressed the combination of perceived switching value and customer self-efficacy or perceived behavioural control on webrooming and showrooming intention.…”