Understanding the webrooming phenomenon

Abstract

Purpose The purpose of this paper is to propose and empirically test a model encompassing antecedents of webrooming, an emerging shopping behaviour in omnichannel retailing. This study delineates the impacts of shopping motivation, perceived channel-related benefits and costs on webrooming intention. Design/methodology/approach A questionnaire-based survey was conducted using a purposive sampling technique. A total of 300 responses were collected, and data were analysed using Partial Least Square Structural Equation Modelling. Findings Shopping motivation, such as efficiency shopping and bargain hunting, negatively influenced webrooming intention. Immediate possession positively influenced webrooming intention. With regard to perceived costs of webrooming, purchase effort and expected price loss negatively influenced webrooming intention. An additional exploratory analysis uncovered the moderating role of efficiency shopping. Originality/value This study provides empirical evidence for the antecedents of webrooming intention and expands the understanding of this emerging yet largely unexplored cross-channel behaviour.

Convenience Matter in Mobile Banking Adoption Intention?

“…Search convenience refers to "the speed and ease with which consumers identify and select products they wish to buy” (Beauchamp and Ponder, 2010, p.52). Retailers can provide search convenience to consumers by providing better assortment facilities.…”

“…Similarly, online information about different banking services could help consumers in reducing waiting time, avoiding crowds, and reducing their time and effort to visit bank branches (Beauchamp and Ponder, 2010). Perceived search convenience, in turn, determines the search attitude, which in effect leads to behavioural intention (Wang et al, 2016).…”

“…Transaction convenience refers to the “speed and ease with which consumers can affect or amend transactions” (Beauchamp and Ponder, 2010, p. 53). Quick shopping, easy payment, and easy returns are some of the major components of transaction convenience (Seiders et al, 2000).…”

“…However, it must be noted that consumer adoption and usage of new technology is significantly influenced and driven by the speed and ease of connecting with service providers (Duarte et al, 2018). Most bank users adopt and use m-banking to reduce their time and efforts associated with availing banking services through the physical branch banking platform (Beauchamp and Ponder, 2010). M-banking platforms reduce the time and effort of consumers for availing banking services.…”

“…As such, consumers’ perception of online convenience is a context-specific phenomenon and can vary from one context to another (Jiang et al, 2013). Much of the existing multidimensional convenience literature has been limited to brick-and-mortar retailing (Fitch, 2004; Reimers and Clulow, 2014) and online shopping (Colwell et al, 2008; Beauchamp and Ponder, 2010). However, the multidimensional effects of online convenience on customer responses, such as intention to adopt or adoption behaviour, have not yet been investigated in the context of mobile commerce, particularly in the m-banking context.…”