Webrooming behaviour studies: a bibliometric analysis

Although the prevalence of webrooming behaviour was identified by recent studies, there is a lack of comprehensive literature analysis on this topic. Complementary to the traditional literature review, this study conducts a bibliometric analysis to provide an overview of how the literature on webrooming has evolved over the past decades and an outline of the most affecting factors on customer intentions towards webrooming. The results showed a growing research trend on webrooming, especially among economically developed countries. According to the results of the cooccurrence analysis of the top 43 identified studies, the most influential factors towards web rooming were grouped into three categories: psychological, internet-related concerns and issues associated with online stores. The outcome of this study serves as a foundation for further application of the determined factors in empirical cases and assists retail managers in developing better-targeted strategies to deal with this growing purchasing behaviour.