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.

中文翻译：

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和我在网上看到的不一样：webrooming 对购买意向的负面影响

Webrooming 是一个两阶段的购物过程，首先是在线检查产品选项，然后是在离线商店购买。在四个实验中，我们调查了 webrooming 对产品评价和购买意愿的影响。结果表明，网络房间（与非网络房间）对（1）相对于预期的感知产品性能和（2）线下产品的购买意向有负面影响。我们的调节中介分析表明，网络房间会导致较低的感知产品性能，进而导致较低的购买意愿，并且参与者的触感需求 (NFT) 缓和了负面中介效应，工具 NFT 比自动 NFT 更强。但是，当跨多个类别搜索产品时，这种调节中介效应会减弱。这些发现通过更细致地理解两阶段网络房间行为如何影响消费者的认知和购买决策，为营销文献做出了贡献。它们还提供了几个管理含义，即在控制阶段之间的时间间隔时，(1) 在单一（例如，毯子）、相关（例如，婴儿产品）和不相关的产品类别中进行 Webrooming 时，Webrooming 可能会对零售商的业务成果产生不利影响; (2) 因此，创建集成的在线到离线的跨渠道客户体验对于最大限度地减少对最终销售的负面网络营销影响至关重要。它们还提供了几个管理含义，即在控制阶段之间的时间间隔时，(1) 在单一（例如，毯子）、相关（例如，婴儿产品）和不相关的产品类别中进行 Webrooming 时，Webrooming 可能会对零售商的业务成果产生不利影响; (2) 因此，创建集成的在线到离线的跨渠道客户体验对于最大限度地减少对最终销售的负面网络营销影响至关重要。它们还提供了几个管理含义，即在控制阶段之间的时间间隔时，(1) 在单一（例如，毯子）、相关（例如，婴儿产品）和不相关的产品类别中进行 Webrooming 时，Webrooming 可能会对零售商的业务成果产生不利影响; (2) 因此，创建集成的在线到离线的跨渠道客户体验对于最大限度地减少对最终销售的负面网络营销影响至关重要。