Abstract
This study aims an analysis of webroomer customer experience investigating the stages of the purchase journey and decision making, as well as customer touch points and emotions experienced. This study is based on a qualitative approach and used electronic diaries produced by participants during their purchase journey, and by subsequent in-depth interviews. Data were collected from a sample of eight webroomers who purchased furniture or home decoration items. Thematic analysis revealed that negative experiences were mainly reported at brand-owned touch points. Negative emotions prevailed during the “evaluation of alternatives” stage, due to perceived contrasts between information obtained online and from physical stores. This study analyzed the factors underlying webrooming from a customer experience perspective, as well as holistically by combining cognitive and often neglected affective elements at the different touch points of real purchase journeys. We investigated (to our knowledge for the first time) the webroomer customer experience during the purchase journey in the multichannel context both from a rational (decision- making process stages) and emotional perspectives.
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