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An exploration of the relationship between product selection criteria and engagement with 'show-rooming' and 'web-rooming' in the consumer's decision-making process

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  • Louise F. Reid
  • Heather F. Ross
  • Gianpaolo Vignali

Abstract

The contemporary consumer's decision-making processes have been affected by two independent factors. Firstly, the difficult economic climate heightened their level of price sensitivity and, secondly, the emergence of online shopping provided them with a better means of information searching. These two factors have combined to produce new behaviours in the shopping process, involving purchasing across channels through show-rooming (viewing in store and buying online) and web-rooming (viewing online and buying in store). Using a quantitative methodology, this paper tested consumers' motivation and propensity to engage in 'show-rooming' and 'web-rooming'. It investigated their reasons for acceptance or avoidance of virtual and physical channels to identify the factors that promote cross-channel behaviour. The results indicated that 'show-rooming' behaviour prevailed when efficient price and product comparisons could not be conducted in physical channels; and 'web-rooming' was used when the consumer could not predict garment dimensions online. This demonstrates the need for retailers to acquire a deeper understanding of the information consumers require within each selling interface, with an aim to minimise the potential of lost sales that result when consumers switch to more proactive competitor brands.

Suggested Citation

  • Louise F. Reid & Heather F. Ross & Gianpaolo Vignali, 2016. "An exploration of the relationship between product selection criteria and engagement with 'show-rooming' and 'web-rooming' in the consumer's decision-making process," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 17(3), pages 364-383.
    • Handle: RePEc:ids:ijbglo:v:17:y:2016:i:3:p:364-383
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    Cited by:

    1. Fakfare, Pipatpong & Promsivapallop, Pornpisanu & Manosuthi, Noppadol, 2023. "Applying integrated generalized structured component analysis to explore tourists' benefit consideration and choice confidence toward travel appscape," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    2. 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).
    3. Aw, Eugene Cheng-Xi, 2020. "Understanding consumers’ paths to webrooming: A complexity approach," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Shakir Goraya, M. Awais & Zhu, Jing & Akram, Muhammad Shakaib & Shareef, Mahmud Akhter & Malik, Aneela & Bhatti, Zeeshan Ahmed, 2022. "The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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