Combining channels to make smart purchases: The role of webrooming and showrooming

Abstract

In this study, the authors analyse the influence of specific combinations of online and physical channels (webrooming and showrooming) on the customer experience, specifically, on smart shopping perceptions and feelings. Taking into account that cross-channel consumers are driven by different motivations, the influence of shopping motivations is controlled. The results of an experiment in the fashion industry show that webroomers have greater perceptions of time/effort savings and of making the right purchase, and greater smart shopping feelings, than showroomers. Furthermore, webrooming leads to higher personal attribution than showrooming, meaning that consumers feel responsible and in control of their purchase outcomes. Personal attribution then mediates the impact of webrooming on smart shopping feelings. Although companies may have difficulties in tracking consumers’ use of online and offline channels, their enhanced control over the process may improve their experience through smart shopping perceptions and feelings.