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

Abstract

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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“…Hence, asking questions after their purchase can encourage the customer to remember the flow experience, which can enhance the constructive impacts of flow, and lessen the influence of adverse characteristics that might have arisen alongside the journey of the buyer, and finally boost the online reviews. Given that, online reviews are considered to be important in both online and offline purchases (Orús et al, 2019).…”

Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

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Omni-Channel Customer Experience (In)Consistency and Service Success: A Study Based on Polynomial Regression Analysis

“…The arrival of digital technologies is reshaping firms' retail practices and customer purchase journeys. The boundaries between different retail channels have blurred and faded away, and omni-channel customers often simultaneously use offline and online channels to minimize their inputs and optimize their purchase decisions [44,45]. However, omni-channel retailers implementing customer experience management programs still face a vital challenge: how to balance and manage the omni-channel customer experience (in)consistency to achieve service success [28].…”

“…In fact, customer experience has been so revolutionized by the emerging mobile technologies that the borders between channels are fading away [23]. Customers nowadays have moved from purchase processes in sole channel to purchase journeys where multiple channels are seamlessly and interchangeably used [4,44]. For example, a customer may look for products on the internet and goes to the brick-andmortar store to confirm the information and purchase (i.e., webrooming) [45]; he/she may also check a product at the physical store and go online to place an order (i.e., showrooming) [46].…”