Unraveling Determinants of Webrooming Behavior: A Qualitative Inquiry

Webrooming, a practice whereby consumers research for products online prior to making their final purchase offline, represents prevalent form of shopping behavior in the current retailing landscape. This study aims explore determinants and against adoption webrooming among Millennials. Semi-structured in-depth interviews were employed collect data. Data analyzed through theoretical thematic analysis. Results unveil number important themes, categorized based on consumers- (i.e., need touch, interaction, price-comparison orientation, product knowledge), channel-related factors search convenience, perceived usefulness reviews, helpfulness in-store salespeople, immediate possession, risk), situational factor category), as well experiential outcome (smart-shopping perception) that arose from webrooming. Considering limited webrooming, this advances understanding offers managerial insight retailers deal with popular phenomenon.