What drives competitive webrooming? The roles of channel and retailer aspects

Manss, Rico; Kurze, Katharina; Bornschein, Rico

doi:10.1080/09593969.2019.1687104

Cited by 19 publications

(21 citation statements)

References 55 publications

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“…According to the results of H4, there is a significant moderating role of low distribution charges in the relationship between adopting e-wallets and impulsive buying. The findings of this study are also aligned with the findings of earlier literature (Aw, 2019;Manss et al, 2020). Similarly, the results of H5 demonstrate that there is a significant moderating role of low transit time in the relationship between adopting e-wallets and impulsive buying.…”

Section: Discussionsupporting

confidence: 91%

Adoption of digital money (e-wallet) in the post COVID-19 era: The moderating role of low distribution charges and low transit time in impulsive buying: A developing country perspective

Wei

Xiao²,

Yaqub³

et al. 2023

Front. Environ. Sci.

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Online purchasing is increasing because customers are shifting to digital wallets and digital money, as these services are provided by different microfinance and other commercial banking sectors, and different online brands are working in Pakistan to support environmental sustainability. The objective of this study was to demonstrate to what extent low distribution charges and low transit time is contributing to impulsive buying when customers can use digital money in Pakistan. The study was conducted using survey research. Importantly, 650 questionnaires were distributed to the respondents with a received response rate of 40%. The study found that digital money (e-wallet) is positively associated with impulsive buying. Moreover, the moderating role of distribution charges and low transit time has been significant in impulsive buying has been significant. This study concludes that low transit time and load distribution charges must be considered by online businesses and brands working in Pakistan to ensure productivity and capture a larger market share of impulsive buying in Pakistan. Also, the current study contributes a theoretical framework to the knowledge and literature related to impulsive buying. The scope of this study is limited to the online businesses and brands that are working to provide products and services to the Pakistani people with the help of digital money and digital transactions. Significantly, this study provides significant future directions that are important to consider for upcoming studies to focus on and contribute to effectively.

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Section: Discussionsupporting

confidence: 91%

Adoption of digital money (e-wallet) in the post COVID-19 era: The moderating role of low distribution charges and low transit time in impulsive buying: A developing country perspective

Wei

Xiao²,

Yaqub³

et al. 2023

Front. Environ. Sci.

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“…Consumer-specific variables have also been known to affect consumer channel choices across the path to purchase (Ansari, Mela, and Neslin, 2008;Manss, Kurze, and Bornschein, 2019;Verhoef, Neslin, and Vroomen, 2007). Consumer decision-making and marketplace interaction styles have both influenced consumer cross-channel behaviour (Burns, 2006;2007).…”

Section: Consumer-specific Variablesmentioning

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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“…Even though webrooming aids consumers in making the best product purchases (Aw et al , 2021), efficiency seekers and bargain hunters are less likely to webroom (Aw, 2019). Moreover, when consumers perceive an online channel to be superior based on after-sales services, pricing and product quality, consumers are likely to defy webrooming (Manss et al , 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Competitive webrooming involves a two-stage decision-making process where the consumer first collects product information online; however, finally purchases the product from a competing retailer offline (Manss et al , 2020). According to Chiu et al (2011), webrooming is the most dominant form of cross-channel free-riding behaviour, and approximately 78% of shoppers in the USA (eMarketer, 2014) and 42% of customers in Europe have been found to webroom (Google Consumer Barometer, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…Literature review 2.1 Webrooming behaviour Webrooming has consistently been identified as one of the specific forms of cross-channel free-riding behaviour (Arora et al, 2020;Flavi an et al, 2019Flavi an et al, , 2020 where "consumers use one retailer 0 s channel to prepare a purchase and then switch to another retailer 0 s channel to purchase" (Heitz-Sphan, 2013). However, the nub of competitive webrooming is established when customers collect information from the online channel of company X but eventually purchase from the offline channel of company Y (Manss et al, 2020), substantially eroding the profits of company X (Manss et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

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

Arora

Sahney

Pradhan

2021

IJRDM

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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.

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What drives competitive webrooming? The roles of channel and retailer aspects

Cited by 19 publications

References 55 publications

Adoption of digital money (e-wallet) in the post COVID-19 era: The moderating role of low distribution charges and low transit time in impulsive buying: A developing country perspective

Adoption of digital money (e-wallet) in the post COVID-19 era: The moderating role of low distribution charges and low transit time in impulsive buying: A developing country perspective

Consumer cross-channel behaviour: is it always planned?

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

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