Webrooming as the new retail experience: a smart-shopping perspective
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 16 March 2023
Issue publication date: 23 May 2023
Abstract
Purpose
Webrooming (i.e. searching information online and making the final purchase in a physical store) has become a popular shopping practice, but remains insufficiently studied. To address this, a research framework encompassing online and offline channel attributes (i.e. online review diagnosticity, online search convenience, expected price loss, offline purchase effort and offline after-sales service convenience), consumer traits (i.e. anticipated regret) and shopping experience (i.e. smart-shopping perception) as determinants of webrooming continuance intention is proposed.
Design/methodology/approach
The proposed model was validated by conducting a questionnaire-based survey that yielded 354 useable responses. The data was subjected to partial least squares structural equation modelling and importance-performance map analysis.
Findings
According to the obtained results, online review diagnosticity, offline after-sales service convenience and anticipated regret are the vital antecedents of webrooming continuance intention, while smart-shopping perception acts as the mediator.
Originality/value
The current study adds significantly to the body of knowledge about webrooming by validating the inter-relationships between online review diagnosticity, after-sales service convenience, anticipated regret, smart-shopping perception and webrooming continuance intention.
Keywords
Citation
Wu, Z., Aw, E.C.-X. and Chuah, S.H.-W. (2023), "Webrooming as the new retail experience: a smart-shopping perspective", International Journal of Retail & Distribution Management, Vol. 51 No. 6, pp. 736-754. https://doi.org/10.1108/IJRDM-09-2022-0352
Publisher
:Emerald Publishing Limited
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