Purpose

The purpose of this research is to propose and validate a theoretical framework explaining web-rooming and showrooming as a multi-stage decision-making process. The authors have used consumer purchase decision-making theories to propose a model that identifies showrooming and webrooming as a combination of two decisions, channel choice during information search and channel choice during actual purchase. Further, the authors explored how various antecedents of showrooming and webrooming have differential effects on various stages of a purchase decision-making process and how product type moderates the relationships.

Design/methodology/approach

The authors have conducted empirical research, whereby 243 responses were obtained from a cross-sectional survey. The authors have used structural equation modeling and multiple regression analysis to validate our theoretical model.

Findings

Webrooming or showrooming is a multi-stage decision-making process for the consumers. First, consumers decide whether to search online or offline and then whether to buy online and offline. Different individual, purchase context-related and channel related factors impact these decisions. Product type governs which variables will be more important than others.

Originality/value

The research looks to enhance the understanding of the consumer's decision-making process during showrooming and webrooming while also helping retailers design and implement appropriate strategies that could affect consumers during information search and actual purchase.

中文翻译：

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Webrooming 和陈列室：一个多阶段的消费者决策过程

目的

本研究的目的是提出并验证一个理论框架，将网络房间和陈列室解释为一个多阶段的决策过程。作者利用消费者购买决策理论提出了一个模型，将展厅和网络房间识别为两种决策的组合，信息搜索过程中的渠道选择和实际购买过程中的渠道选择。此外，作者探讨了陈列室和网络房间的各种前因如何对购买决策过程的各个阶段产生不同的影响，以及产品类型如何调节这种关系。

设计/方法/方法

作者进行了实证研究，从横断面调查中获得了 243 份答复。作者使用结构方程模型和多元回归分析来验证我们的理论模型。

发现

Webrooming 或showrooming 是消费者的多阶段决策过程。首先，消费者决定是线上搜索还是线下搜索，然后是线上还是线下购买。不同的个人、与购买环境相关和与渠道相关的因素会影响这些决策。产品类型决定了哪些变量比其他变量更重要。

原创性/价值

该研究旨在增强对消费者在陈列室和网络美容期间的决策过程的理解，同时还帮助零售商设计和实施可能在信息搜索和实际购买过程中影响消费者的适当策略。