What is it about?
This study identified efficiency shopping and bargain hunting as two shopping motivations hindering webrooming intention. With regards to shopping channel perception, being allowed Immediate possession leads consumers to make their final purchase in the physical stores. On top of that, when consumers perceive offline purchase to costs more effort and price, they are less likely to involve in webrooming .
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Why is it important?
This study informs the retailers, either pure play online, offline, or multichannel, about young consumers' search online-purchase offline behavior. Through this study, they can understand the rationale behind this form of shopping behavior, and leverage on the channel attributes to gain competitive advantage.
Perspectives
I hope this study raises attention towards webrooming, a popular shopping behavior in the era of omni/multichannel retailing. Internet technology is growing by leaps and bounds, so does consumers' shopping pattern!
Eugene Aw
Universiti Putra Malaysia
Read the Original
This page is a summary of: Understanding the webrooming phenomenon, Retail and Distribution Management, October 2019, Emerald,
DOI: 10.1108/ijrdm-01-2019-0026.
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