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Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction

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  • Flavián, Carlos
  • Gurrea, Raquel
  • Orús, Carlos

Abstract

The multichannel marketing literature consistently shows that consumers who use multiple channels in their purchase journeys are more satisfied, loyal, and can be more profitable, than single-channel consumers. However, there is little research investigating how specific channel combinations affect the customer experience. Recognizing that webrooming (research products online, purchase offline) is the prevalent form of cross-channel shopping, this paper examines its influence on the consumer's search process satisfaction. The results of three studies combining qualitative, survey, and experimental methods show that webrooming leads to more satisfaction than showrooming behaviors. Furthermore, we find that webrooming makes consumers feel more confident and like “smart shoppers.” Both factors subsequently determine satisfaction. Perceptions of money savings also affect search process satisfaction. Importantly, saving time and/or effort during the purchase process (convenience) has no influence on satisfaction with cross-channel shopping. The results are robust across shopping motivations and product categories. Theoretical implications and proposals for effective channel integration are offered.

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  • Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2019. "Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 1-15.
    • Handle: RePEc:eee:joinma:v:47:y:2019:i:c:p:1-15
    DOI: 10.1016/j.intmar.2019.02.002
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    Cited by:

    1. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    2. Aw, Eugene Cheng-Xi, 2020. "Understanding consumers’ paths to webrooming: A complexity approach," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    4. Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    5. Paula Rodríguez–Torrico & Sonia San–Martín & Rebeca San José Cabezudo, 2020. "Consumer behavior using multiple channels: a review," DOCFRADIS Working Papers 2002, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2020.
    6. Aw, Eugene Cheng-Xi & Kamal Basha, Norazlyn & Ng, Siew Imm & Ho, Jo Ann, 2021. "Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Shankar, Amit & Jain, Sheetal, 2021. "Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Vaishnav, Bharat & Ray, Sourav, 2023. "A thematic exploration of the evolution of research in multichannel marketing," Journal of Business Research, Elsevier, vol. 157(C).
    10. Nguyen, Anh Thi Van & McClelland, Robert & Thuan, Nguyen Hoang, 2022. "Exploring customer experience during channel switching in omnichannel retailing context: A qualitative assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Wang, Jiawei, 2023. "The relationship between loneliness and consumer shopping channel choice: Evidence from China," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Fiestas, Jorge Carlos & Tuzovic, Sven, 2021. "Mobile-assisted showroomers: Understanding their purchase journey and personalities," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    13. Tun-I Hu & Andrea Tracogna, 2021. "Multichannel search patterns and webrooming behaviours in the service industries: the case of motor insurance," Italian Journal of Marketing, Springer, vol. 2021(1), pages 57-81, June.
    14. Krishen, Anjala S. & Berezan, Orie & Agarwal, Shaurya & Kachen, Sheen, 2023. "Affective commitment recipes for wine clubs: Value goes beyond the vine," Journal of Business Research, Elsevier, vol. 157(C).
    15. Sarah Zafar & Saeed Badghish & Rana Muhammad Shahid Yaqub & Muhammad Zafar Yaqub, 2023. "The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments," Sustainability, MDPI, vol. 15(20), pages 1-21, October.
    16. Agrawal, Shiv Ratan & Mittal, Divya, 2022. "Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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