Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention

Aw, Eugene Cheng-Xi; Basha, Norazlyn Kamal; Ng, Siew Imm; Ho, Jo Ann

doi:10.1016/j.jretconser.2020.102328

Cited by 86 publications

(148 citation statements)

References 92 publications

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“…One paper considered the effects of personality traits in a webrooming (searching online, buying offline) context. Aw et al [63] defined need for touch, need for interaction, and price-comparison orientation as consumer traits (survey, n = 280, Malaysia).…”

Section: Further Personality Traits and Their Influence On Channel Choicementioning

confidence: 99%

“…While the reviewed papers considered emotion-related constructs to some extent (e.g., ease of use and arousal), we suggest broadening the research on the role of incidental emotions (e.g., by including the Affective Neuroscience Personality Scale by Davis et al [72]). Future studies could further examine the role of popular personality theories such as the Big Five in combination with shopping channel-specific characteristics, such as the customer's need to touch a product in an omnichannel retailing context [63,73]. Furthermore, considering additional personality theories such as the HEXACO Scale (e.g., Lee and Ashton [74]) might be a fruitful avenue for future research.…”

Section: Research Agenda and Managerial Implications 41 Research Agendamentioning

confidence: 99%

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Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Hermes

Riedl

2021

JTAER

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Consumers can choose to buy products through various retail channels (e.g., online or in-store), resulting in a need for retailers to provide a well-integrated shopping experience. However, individual factors, such as a customer’s personality, can influence how a channel is perceived and, as such, can alter their subsequent behavior. Thus, it is critical for retailers to better understand personality-related influences and how these can affect a customer’s purchase channel decision. Against this background, the purpose of this structured review is to analyze the extant literature on the influences of personality traits on purchasing channel decisions. After extensive initial screening, 24 papers published in 2003–2021 were included in the analysis and synthesis phase of this literature review. The results show how personality traits (including Big Five factors and more fine-grained factors like playfulness) influence the choice of retail purchasing channels. Among other results, we find that online shopping intentions have been studied most as an outcome variable and that, in contrast to people high in openness to experience, people high in agreeableness are less likely to shop online. While we synthesize findings in the domains of mobile commerce, social commerce, mall shopping, and augmented and virtual reality as well, little research has compared the effects of personality traits on multiple channels. Based on our findings, we discuss managerial implications as well as directions for future research which are described in the form of a research agenda.

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Section: Further Personality Traits and Their Influence On Channel Choicementioning

confidence: 99%

Section: Research Agenda and Managerial Implications 41 Research Agendamentioning

confidence: 99%

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Hermes

Riedl

2021

JTAER

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“…Moreover, webroomers’ final product‐related judgment may differ from that of non‐webroomers, because product evaluations tend to vary depending on whether products are presented before or after product‐related information is presented (Liu et al, 2017). However, despite the potentially important role of channel‐related factors in webrooming (Aw et al, 2021; Shakir Goraya et al, 2020), little research has examined webrooming in comparison with these non‐webrooming occasions.…”

Section: Introductionmentioning

confidence: 99%

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

2021

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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.

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“…This paper makes up for the lack of research in this aspect by studying the product characteristics of Qunar's tourist itineraries. Aw et al (2021) study the impact of channel-related, consumer-related, and product-related factors on webrooming intention [78]. Due to the lack of consumer-related information, similarly, we divide the influencing factors of the tourist itineraries into two aspects, namely product-related factors and channel-related factors.…”

Section: Hypothesis 2 (H2)mentioning

confidence: 99%

The Influence of the Characteristics of Online Itinerary on Purchasing Behavior

Qian

et al. 2021

Land

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This study presents insights into the influence of the characteristics of tourism itineraries on tourist purchasing behavior. We adopted data between 1 August 2019 and 30 November 2019 from the Qunar, the biggest online tourism platform in China and 4366 samples on travel itineraries were obtained. The ordinary least square regression (OLS) method was used. Controlling for product-related and channel-related factors, we demonstrate that in terms of tourism destination choice, outbound tourism products attract an increased number of tourists; in terms of the types of travel, private travel has replaced group travel to become the majority of the tourism market; in terms of the length of travel, mid-term travel (4–6 days) is the first choice, outnumbering short-term and long-term ones; price promotions such as discount for early decision, multi-person price reduction and membership prices significantly lead to increased sales; online reviews also have great impact on tourist purchasing behavior. In sum, this study uses a unique data set to reveal the influence of online tourism product characteristics on sales and provide potential guidance of the marketing strategy in response to consumer behavior for the online tourism industry.

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Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention

Cited by 86 publications

References 92 publications

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

Influence of Personality Traits on Choice of Retail Purchasing Channel: Literature Review and Research Agenda

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

The Influence of the Characteristics of Online Itinerary on Purchasing Behavior

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