A review paper on driving forces behind webrooming behavior of consumers

Abstract

The paper provides a detailed understanding of webrooming, a popular shopping trend that resulted from the convergence of traditional and internet retail channels. The study aims to examine the primary factors influencing webrooming behavior of consumers. The set of articles for review were extracted from Google Scholar Database which were further reviewed with a qualitative approach. The findings of the review suggests that major drivers of webrooming behavior amongst all are consumer’s need to touch and feel the product, requirement of sales staff assistance, need of socialisation etc. The authors suggest that retailers should work on strategizing their business policies by keeping the identified drivers in mind so that webrooming can be combated to the maximum possible extent. The study also proposes potential research ideas that can help in better understanding of this newly emerged shopping trend.