Understanding the webrooming phenomenon: Shopping motivation, channel-related benefits and costs

The purpose of this paper is to propose and empirically test a model encompassing antecedents of webrooming, an emerging shopping behaviour in omnichannel retailing. This study delineates the impacts of shopping motivation, perceived channel-related benefits and costs on webrooming intention.

A questionnaire-based survey was conducted using a purposive sampling technique. A total of 300 responses were collected, and data were analysed using Partial Least Square Structural Equation Modelling.

Shopping motivation, such as efficiency shopping and bargain hunting, negatively influenced webrooming intention. Immediate possession positively influenced webrooming intention. With regard to perceived costs of webrooming, purchase effort and expected price loss negatively influenced webrooming intention. An additional exploratory analysis uncovered the moderating role of efficiency shopping.

This study provides empirical evidence for the antecedents of webrooming intention and expands the understanding of this emerging yet largely unexplored cross-channel behaviour.