Unravelling determinants of webrooming behaviour- a qualitative inquiry
Webrooming, a practice whereby consumers research for products online prior to making their final purchase offline, represents a prevalent form of shopping behavior in the current retailing landscape. This study aims to explore the determinants for and against the adoption of webrooming behavior amo...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
UNIMAS
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/93488/ |
| _version_ | 1848861857575600128 |
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| author | Cheng, Eugene Xi Aw Kamal Basha, Norazlyn Ng, Siew Imm Ho, Jo Ann |
| author_facet | Cheng, Eugene Xi Aw Kamal Basha, Norazlyn Ng, Siew Imm Ho, Jo Ann |
| author_sort | Cheng, Eugene Xi Aw |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Webrooming, a practice whereby consumers research for products online prior to making their final purchase offline, represents a prevalent form of shopping behavior in the current retailing landscape. This study aims to explore the determinants for and against the adoption of webrooming behavior among Millennials. Semi-structured in-depth interviews were employed to collect data. Data were analyzed through theoretical thematic analysis. Results unveil a number of important themes, categorized based on consumers- (i.e., need for touch, need for interaction, price-comparison orientation, and product knowledge), channel-related factors (i.e., online search convenience, perceived usefulness of online reviews, perceived helpfulness of in-store salespeople, immediate possession, perceived risk), situational factor (i.e., product category), as well as experiential outcome (smart-shopping perception) that arose from webrooming. Considering the limited research on webrooming, this study advances the theoretical understanding on the determinants of webrooming, and offers managerial insight for retailers to deal with this popular shopping phenomenon. |
| first_indexed | 2025-11-15T13:07:48Z |
| format | Article |
| id | upm-93488 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:07:48Z |
| publishDate | 2021 |
| publisher | UNIMAS |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-934882023-01-12T07:57:42Z http://psasir.upm.edu.my/id/eprint/93488/ Unravelling determinants of webrooming behaviour- a qualitative inquiry Cheng, Eugene Xi Aw Kamal Basha, Norazlyn Ng, Siew Imm Ho, Jo Ann Webrooming, a practice whereby consumers research for products online prior to making their final purchase offline, represents a prevalent form of shopping behavior in the current retailing landscape. This study aims to explore the determinants for and against the adoption of webrooming behavior among Millennials. Semi-structured in-depth interviews were employed to collect data. Data were analyzed through theoretical thematic analysis. Results unveil a number of important themes, categorized based on consumers- (i.e., need for touch, need for interaction, price-comparison orientation, and product knowledge), channel-related factors (i.e., online search convenience, perceived usefulness of online reviews, perceived helpfulness of in-store salespeople, immediate possession, perceived risk), situational factor (i.e., product category), as well as experiential outcome (smart-shopping perception) that arose from webrooming. Considering the limited research on webrooming, this study advances the theoretical understanding on the determinants of webrooming, and offers managerial insight for retailers to deal with this popular shopping phenomenon. UNIMAS 2021-12-17 Article PeerReviewed Cheng, Eugene Xi Aw and Kamal Basha, Norazlyn and Ng, Siew Imm and Ho, Jo Ann (2021) Unravelling determinants of webrooming behaviour- a qualitative inquiry. International Journal of Business and Society, 22 (3). pp. 1550-1568. ISSN 1511-6670 https://publisher.unimas.my/ojs/index.php/IJBS/article/view/4321 10.33736/ijbs.4321.2021 |
| spellingShingle | Cheng, Eugene Xi Aw Kamal Basha, Norazlyn Ng, Siew Imm Ho, Jo Ann Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title | Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title_full | Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title_fullStr | Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title_full_unstemmed | Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title_short | Unravelling determinants of webrooming behaviour- a qualitative inquiry |
| title_sort | unravelling determinants of webrooming behaviour- a qualitative inquiry |
| url | http://psasir.upm.edu.my/id/eprint/93488/ http://psasir.upm.edu.my/id/eprint/93488/ http://psasir.upm.edu.my/id/eprint/93488/ |