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Examining smart shopper goals on online opinion seeking in an omnichannel context

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  • Akos Nagy
  • Adam Hepworth

Abstract

Customers' shopping journey is made increasingly complex in omnichannel environments. What motivates their shopping decisions and how they construct their journey? This research examines the impact of smart shoppers' goals on online opinion seeking, channel preferences, and their research shopping behaviour. We leverage a PLS-SEM-based model to analyse a panel of 1,000 respondents. Results indicate that when shoppers pursue hedonic goals (i.e., they want to gain smart shopper feelings), they are more likely to seek others' online opinions (i.e., online customer reviews) and engage in research shopping. However, when utilitarian goals, such as saving effort is pursued, then online opinion seeking is less likely to occur. Further, shoppers' channel preference for seeking information online increases their likelihood for webrooming, while shoppers' channel preference for shopping online decreases webrooming but enhances showrooming behaviour. We discuss theoretical and managerial implications of the research.

Suggested Citation

  • Akos Nagy & Adam Hepworth, 2026. "Examining smart shopper goals on online opinion seeking in an omnichannel context," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 25(3), pages 357-382.
    • Handle: RePEc:ids:ijimad:v:25:y:2026:i:3:p:357-382
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