2024
DOI: 10.1108/jpbm-04-2023-4473
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Demystifying the product attribute nexus: illuminating webrooming behavior in emerging fashion industry

Rambabu Lavuri,
Rajendra Kumar Gopi

Abstract: Purpose This study aims to evaluate the impact of product complexity, product involvement and product diagnosticity on shaping webrooming behavior in emerging fashion retailing, with product knowledge acting as a moderator and information processing, and uncertainty reduction theory contributing as the theoretical foundation. Design/methodology/approach In total, 371 responses were collected from fashionable consumers who had recently purchased fashion products via a purposive sampling approach, and the data… Show more

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