Webrooming or showrooming? The moderating effect of product attributes
PurposeThis study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived risk) moderate the effects of channel attitudes.Design/methodology/approachA research framework is built upon the heterogeneity of channel attitudes, the lack of intrachannel lock-in and interchannel synergy. A questionnaire-based survey yields 868 multi-channel consumer responses in China. Simultaneous equation modeling and STATA 12.0 are used to test the hypotheses.FindingsConsumers webroom when buying high-risk informational products (e.g. personal computers or mobile phones). They webroom as well as showroom for high-risk experiential products (e.g. clothing or cosmetics). Moreover, a single channel is preferred to webrooming or showrooming for purchasing low-risk informational (e.g. books or stationery) and low-risk experiential (e.g. snacks or toys) products. The results also show that webrooming is more frequently used than showrooming by consumers.Research limitations/implicationsThis study extends current understanding on multi-channel and omnichannel shopping behavior and highlights the role of product attributes in customer journey mapping.Practical implicationsThis study offers retailers and other downstream firms a fresh perspective on multi-channel customer experience management and channel design.Originality/valueThis study offers a clear explanation on the commonalities and differences between webrooming and showrooming.