Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch

  • Choice confidence in the webrooming process
  • Carlos Flavián, Raquel Gurrea, Carlos Orús
  • Journal of Consumer Behaviour, June 2016, Wiley
  • DOI: 10.1002/cb.1585

Online reviews and motivation to touch in webrooming processes

What is it about?

The combination of the online and offline channels to search for information and make purchases improve consumer experience in terms of satisfaction and choice confidence. Reading online reviews during this process can influence the shopping outcomes; nevertheless, the importance of touching the product, either internal (motivation) or external (product characteristics) determines the influence of the online-offline combination and of the online reviews.

Why is it important?

Our findings show that confidence and satisfaction improve during a webrooming process, and that reading online reviews (on the computer desktop before going to the store or on the smarthpone at the physical store) can affect the shopping decision at the physical stores. However, it may depend on the type of product or the consumer's characterisics.


PhD Carlos Orus
Universidad de Zaragoza

Writing this article was a great pleasure as it has co-authors with whom I have had long standing collaborations.

Read Publication

The following have contributed to this page: PhD Carlos Orus