Webrooming: A conceptual framework using push pull mooring method

Abstract

Online shopping has become a lifestyle, growing at exponential rates. The simplicity of investigating, purchasing, transporting and the immense accessibility of choices from little retailers to enormous brands is driving more shoppers online than before. Developing innovations, for example, voice commerce, social commerce and augmented reality will continue to gain traction in the coming years. But the technological advancement has also given consumers wide opportunities to make searches and purchases through different channels. Omni channel shoppers are demanding both online and offline experiences with consumers often using both channels in tandem. The objective of this paper is to examine one such cross channel free riding, the webrooming behavior where the search is initiated online and the purchase is made in a brick and mortar store. This paper is a conceptual study which examines the webrooming behavior based on Push Pull Mooring framework. The proposed model lacks empirical verification.