The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments

Sarah Zafar, Saeed Badghish, Rana Muhammad Shahid Yaqub and Muhammad Zafar Yaqub ()
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Sarah Zafar: Department of Marketing and International Business, Institute of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan
Saeed Badghish: Department of Marketing, Faculty of Economics & Administration, King Abdulaziz University, Jeddah 21589, Saudi Arabia
Rana Muhammad Shahid Yaqub: Department of Marketing and International Business, Institute of Business, Management and Administrative Sciences, The Islamia University of Bahawalpur, Bahawalpur 63100, Pakistan
Muhammad Zafar Yaqub: Department of Business Administration, Faculty of Economics & Administration, King Abdulaziz University, Jeddah 21589, Saudi Arabia

Sustainability, 2023, vol. 15, issue 20, 1-21

Abstract: With tremendous technological advancements, traditional retailing has progressively been transformed into an omnichannel retail environment. While making an appeal to the behavioral reasoning theory, this paper explicates consumers’ (hedonic and utilitarian) value expectations and behavioral reasoning patterns as key antecedents of the maturing of their webrooming intentions in omnichannel environments. Performing PLS-based structural equation modeling on survey data obtained from 470 consumers, it has been found that both the (perceived) value and behavioral reasoning patterns of the consumers exhibit significant direct and indirect effects on building favorable attitudes toward webrooming that eventually lead to the culmination of pro-webrooming intentions. Besides expanding our understanding of the phenomena of interest, this study offers useful insights to marketers/retailers on how to boost pro-webrooming attitudes, intentions, and behaviors by ensuring a superior alignment with (utilitarian and hedonic) value perceptions and pro- and counter-webrooming reasoning patterns of the consumers.

Keywords: webrooming; omnichannel retailing; behavioral reasoning theory; fashion apparel; consumer value; reasons (for/against); e-commerce; attitude toward webrooming; webrooming intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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