Examining consumers’ webrooming behavior: an integrated approach
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 19 March 2019
Issue publication date: 26 April 2019
Abstract
Purpose
The purpose of this paper is to employ an integrated technology acceptance model–theory of planned behavior framework intertwined with online risk, e-distrust and product involvement to augment an understanding on consumers’ webrooming behavior.
Design/methodology/approach
A mix of convenience and selective sampling was used for data collection. A total of 14 propositions were put forth, which were tested using the structural equation modeling method.
Findings
The results of the study revealed that apart from perceived ease of searching online and overall usefulness of the webrooming sequence, perceived search benefits online and purchase benefits offline significantly determined consumers’ webrooming behavior. The results of the study also indicate that webrooming helps consumers avoid the feeling of post-purchase regret of making sub-optimal product choices offline. Online risk perceptions and e-distrust also play a notable role in inhibiting consumers’ from making online purchases, and as a consequence encourage webrooming behavior. The moderating influence of product involvement was observed between consumers’ intentions toward webrooming and webrooming behavior.
Research limitations/implications
The research conducted provides rich insights into understanding the rising webrooming phenomenon. However, more exhaustive studies are needed to arrive at definitive findings concerning the webrooming phenomenon.
Practical implications
The findings of the study can be utilized by the online retailers for formulating strategies to counter webrooming behavior.
Originality/value
The paper is amongst the first few studies which contribute toward enhancing the understanding on webrooming behavior, an emerging issue in the current retailing environment.
Keywords
Citation
Arora, S. and Sahney, S. (2019), "Examining consumers’ webrooming behavior: an integrated approach", Marketing Intelligence & Planning, Vol. 37 No. 3, pp. 339-354. https://doi.org/10.1108/MIP-05-2018-0152
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited