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Omnichannel: Factors that Determine Adoption of Webrooming and Showrooming for Three Product Categories

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Javier A. Sánchez-Torres

    (University of Medellin)

  • Francisco-Javier Arroyo-Cañada

    (University of Barcelona)

  • Ana Argila-Irurita

    (University of Barcelona)

  • Maria-Luisa Sole-Moro

    (University of Barcelona)

  • Jordi Campo Fernández

    (University of Barcelona)

  • John-Andrés Serna-Ramírez

    (Esumer University Institution)

Abstract

The objective of this study was to analyse how consumers adopt webrooming and showrooming purchasing processes for different products (textile-fashion, home appliances and groceries). A crossover study was carried out in two countries, Spain and Colombia, applying an exploratory model through the analysis of PLS structural equations. The results showed differences in the adoption of this type of purchase depending on the type of product. The contributions of this study allow companies to choose and manage omnichannel processes depending on the type of products they sell.

Suggested Citation

  • Javier A. Sánchez-Torres & Francisco-Javier Arroyo-Cañada & Ana Argila-Irurita & Maria-Luisa Sole-Moro & Jordi Campo Fernández & John-Andrés Serna-Ramírez, 2022. "Omnichannel: Factors that Determine Adoption of Webrooming and Showrooming for Three Product Categories," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 208-223, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_23
    DOI: 10.1007/978-3-031-05728-1_23
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