Showrooming versus webrooming: Examining motivational differences in omnichannel exploratory behaviors

Huh, Jennifer; Kim, Hye-Young

doi:10.1080/09593969.2022.2048413

Cited by 14 publications

(13 citation statements)

References 66 publications

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“…Cognitive association refers to the association of consumers that is based on a different set of beliefs and opinions related to any brand that is dependent on the brand's personality (Wanaratna et al, 2019). In the same way, a cognitive association based on the value perception is developed by the price and the purchasing power factors in the transaction making with the brands (Barcellos et al, 2009).Therefore, the consumers are always conscious when they get information about any promotion or advertisement of brands (Huh & Kim, 2022;Mariani et al, 2022). Asa result, they get all the information, and if they have the earlier information, they would receive stimulus from the marketing campaigns and as a result, they would go for purchasing because of the developed value perception of that particular brand in their min d (Huh & Kim, 2022;Jain & Shankar, 2021;Santos & Gonçalves, 2019).…”

Section: Brand Personality Cognitive Association and Value Perceptionmentioning

confidence: 99%

“…In the same way, a cognitive association based on the value perception is developed by the price and the purchasing power factors in the transaction making with the brands (Barcellos et al, 2009).Therefore, the consumers are always conscious when they get information about any promotion or advertisement of brands (Huh & Kim, 2022;Mariani et al, 2022). Asa result, they get all the information, and if they have the earlier information, they would receive stimulus from the marketing campaigns and as a result, they would go for purchasing because of the developed value perception of that particular brand in their min d (Huh & Kim, 2022;Jain & Shankar, 2021;Santos & Gonçalves, 2019). Therefore, this evolution of literature proposed that there is a significant role of the cognitive association in developing value perception about any brand in the mind of consumers.…”

Section: Brand Personality Cognitive Association and Value Perceptionmentioning

confidence: 99%

“…Sun et al, 2022). On the other hand, if the brands are not providing satisfaction for the values of the consumers, and the negative attitude of the consumers would develop, and they would shift from that brand to another one for the satisfaction of their values and desire (Di Crosta et al, 2021;Huh & Kim, 2022;Jang & Hsieh, 2021;Santos & Gonçalves, 2019). The strategy of a most successful brand is that they understand the values of the consumer, and translate those values to develop products and services for the target market (Arora & Sahney, 2018;Goraya et al, 2020;Y.…”

Section: Value Perception Customer Satisfaction and Brand Equitymentioning

confidence: 99%

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Predictors of Brand Equity in the Contemporary Markets

Farooq

Bakar

Murad

2022

Pak. J. Humanit. Soc. Sci

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Brand equity development has become a challenge for modern brands. Marketing innovation and changing consumer value perceptions are causing consumers to leapfrog, posing a challenge for brand equity development. The data for this study was collected with random sampling techniques. 450 respondents were considered to collect data on the Likert scale questionnaire. The Partial Least Square (PLS) method of data analysis was used in this study for data analysis. According to the findings of the study, brand personality, customer satisfaction, consumer lifestyle, marketing innovation, and consumer changing value perception all have a significant impact on brand equity. The significant framework of this study is a contribution to the body of knowledge as it describes the significant relationship between different variables critical for brand equity development. Furthermore, this study provides business implications for brands working in Pakistan to improve brand equity with realistic results to influence the consumers for brand equity.

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Section: Brand Personality Cognitive Association and Value Perceptionmentioning

confidence: 99%

Section: Brand Personality Cognitive Association and Value Perceptionmentioning

confidence: 99%

Section: Value Perception Customer Satisfaction and Brand Equitymentioning

confidence: 99%

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Predictors of Brand Equity in the Contemporary Markets

Farooq

Bakar

Murad

2022

Pak. J. Humanit. Soc. Sci

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“…It is likely that both types of exploratory behavior support the development of webrooming and showrooming behavior (Herrero-Crespo et al, 2021). In their work, Huh & Kim (2021) researched the differences between showrooming and webrooming in terms of exploratory behavior based on the epistemic theory of curiosity. The results they arrived at suggested that showroomers and webroomers have different characteristics and are driven by different motivational factors.…”

Section: Exploratory Consumer Behaviour (Ecb)mentioning

confidence: 99%

“…A study by Aw et al (2021) proposed a comprehensive research model that includes consumer traits (i.e., need to touch, need for interaction, and price comparison), channel-related factors (i.e., online search convenience, perceived usefulness of online reviews, perceived friendliness of a salesperson, and perceived risk of shopping online) and the perception of smart shopping as precursors to webrooming. A study by Huh & Kim (2021) examined the differences between showrooming and webrooming in terms of exploratory behavior. Based on the epistemic theory of curiosity, this study tested a conceptual model delineating two independent variables (i.e., interest and deprivation-curiosity), two mediating variables (i.e., market mavenism, consumer innovativeness), and two dependent variables (i.e., actual showrooming, actual webrooming).…”

Section: Introductionmentioning

confidence: 99%

Differences between webrooming and showrooming in terms of selected consumer perception factor

Oleárová¹,

Gavurová²,

Bačík³

et al. 2022

JESI

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In order to find out whether customers perceive (any) differences between the types of shopping channels (webrooming or showrooming) when it comes to buying clothes and footwear (given the selected factors), the study used the theoretical framework of the Technology Acceptance Model, the theory of Exploratory Consumer Behavior, and other factors (perceived risk, need for touch and feel, and price perception). The study is based on answers of 208 Slovak consumers (elicited on the basis of a questionnaire). By applying a nonparametric test of differences -the Wilcoxon test of two independent samples (Mann-Whitney U test), the study arrived at a conclusion that the differences between shopping channels are not significant when it comes to technology acceptance determinants (TAM determinants). From the point of view of exploratory behavior, the exploratory information seeking dimension turned out to be insignificant. However, the research showed that webroomers prefer exploratory acquisition. The differences between the purchasing channels in terms of other analysed factors also proved to be significant. In all cases, higher tendencies were identified for webrooming. The paper upholds the idea of integrating purchase channels and highlights the need to track the purchase journey of customers who interact with businesses through many different channels and touchpoints, both online and offline. The paper will serve marketers, as a better understanding of the purchasing behavior of customers will help businesses set up more relevant marketing and business strategies, and thus improve their market position. Towards the end, the paper presents business recommendations and suggest possibilities for further research.

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Understanding the consumer's luxury webrooming intention: Moderating role of perceived risk and review

Akram,

Lavuri

2023

J of Consumer Behaviour

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This research aims to examine luxury shoppers' webrooming intention, mediating (utilitarian value and hedonic value), and moderating (online perceived risk and reviews) effects. We used the stimulus‐organism‐response theory to provide a solid and holistic understanding of the concept. We collected 431 original survey data from Indian luxury shoppers who recently purchased luxury products and used structural equation modeling for data analysis. Results show that consumer traits (need for interaction and need for touch) had a positive impact on the perceived values (hedonic and utilitarian value) and webrooming intention. Channel‐related factors such as perceived ease of use had a direct impact on the hedonic value, while perceived usefulness had a direct impact on utilitarian value. Perceived values (hedonic and utilitarian values) positively mediated the channel and consumer traits factors and webrooming intent. Online perceived risk and reviews significantly moderated the relationship between perceived value and webrooming intent. This study adds to the knowledge of luxury marketing by analyzing webrooming and channel flipping.

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Showrooming versus webrooming: Examining motivational differences in omnichannel exploratory behaviors

Cited by 14 publications

References 66 publications

Predictors of Brand Equity in the Contemporary Markets

Predictors of Brand Equity in the Contemporary Markets

Differences between webrooming and showrooming in terms of selected consumer perception factor

Understanding the consumer's luxury webrooming intention: Moderating role of perceived risk and review

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