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Abstract
Purpose Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and showrooming. The purpose of this study is to determine the possible moderating effect of each of these behaviors from a cognitive-affective perspective. Design/methodology/approach The proposed theoretical framework was applied to a sample of 636 mobile phone users. Findings The results indicated that research shopping moderated the intensity of the relationship between emotions and perceived value and between emotions and satisfaction. The analysis of the moderating effect of each concrete type of research shopping behavior indicated that negative emotions had a more intense negative effect on perceived value and satisfaction in the case of webrooming than in the case of showrooming. Originality/value This study focused on determining the possible moderating effect of research shopping vs one-stop shopping and webrooming vs showrooming on the intensity of the relationship between emotions, perceived value and satisfaction, considering determining factors of customer engagement to retailers (Han and Jeong, 2013). To achieve this objective, the authors performed a quantitative research in the Spanish market, choosing mobile phones as a reference product. The results will contribute to the current state of omnichannel retailing research by the analysis – through a cognitive-affective approach – of the consequences that research shopping and each of its two basic types (webrooming and showrooming) have on retailers.
Highlights
Retailing is immersed in the most significant revolution of recent decades, and omnichannel retailing (OCR) is one of the major trends that are transforming the retail sector (World Retail Congress, 2016)
The goal of the present study was to determine whether research shopping and its basic types – i.e. webrooming and showrooming – had a moderating effect on the intensity of the relationship between emotions, perceived value (PV) and satisfaction
Several studies have addressed the impact of research shopping on the volume of purchases made by the customers, or other quantitative measures of behavior, the literature focused on its influence on the variables of cognitive-affective type is much scarcer, even though their analysis is necessary in the current retail environment to achieve customer engagement
Summary
Retailing is immersed in the most significant revolution of recent decades, and omnichannel retailing (OCR) is one of the major trends that are transforming the retail sector (World Retail Congress, 2016). OCR is the coordinated management of physical and virtual channels that allow customers to buy at any time and place and obtain a holistic experience between channels (Verhoef et al, 2015; Mosquera et al, 2018). Customers are research shoppers that use one channel more intensively (whether offline or online) in the information search stage, choosing another alternative channel to acquire the product (Verhoef et al, 2007). Our literature review suggests that research shoppers constitute a valuable segment for retailers. In this sense, one of the possible issues that should be interesting to study is the influence that variables of cognitive-affective nature have on retailers’ commercial strategies
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