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It is different than what I saw online: negative effects of webrooming on purchase intentions

Chung, Sorim, Cho, Cecile K. and Chakravarti, Amitav ORCID: 0009-0001-1805-183X (2022) It is different than what I saw online: negative effects of webrooming on purchase intentions. Psychology and Marketing, 39 (1). pp. 131-149. ISSN 0742-6046

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Identification Number: 10.1002/mar.21581


Webrooming is a two-stage shopping process that begins with examining product options online followed by making a purchase at an offline store. In four experiments, we investigate webrooming effects on product evaluation and purchase intentions. The results suggest that webrooming (vs. non-webrooming) has negative impacts on (1) perceived product performance vis-à-vis expectations and (2) purchase intentions for the products offline. Our moderated-mediation analyses show that webrooming leads to lower perceived product performance, which in turn results in lower purchase intentions, and participants’ Need for Touch (NFT) moderates the negative mediation effect, which is stronger with instrumental NFT than autotelic NFT. However, this moderated-mediation effect is attenuated when products are searched across multiple categories. These findings contribute to the marketing literature by providing a more nuanced understanding of how two-stage, webrooming behavior affects consumers’ cognitions and purchase decisions. They also provide several managerial implications that when controlling for time intervals between the stages, (1) webrooming may adversely affect retailers’ business outcomes when webrooming within a single (e.g., blankets), related (e.g., baby products), and unrelated product categories; (2) thus, creating an integrated online-to-offline cross-channel customer experiences is critical to minimize the negative webrooming effects on final sales.

Item Type: Article
Official URL:
Additional Information: © 2021 Wiley Periodicals LLC
Divisions: Management
Subjects: H Social Sciences > HF Commerce
B Philosophy. Psychology. Religion > BF Psychology
Date Deposited: 05 Dec 2023 16:39
Last Modified: 21 Jun 2024 05:33

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