Omnichannel: Factors that Determine Adoption of Webrooming and Showrooming for Three Product Categories

Javier A. Sánchez-Torres (), Francisco-Javier Arroyo-Cañada (), Ana Argila-Irurita (), Maria-Luisa Sole-Moro (), Jordi Campo Fernández () and John-Andrés Serna-Ramírez ()
Additional contact information
Javier A. Sánchez-Torres: University of Medellin
Francisco-Javier Arroyo-Cañada: University of Barcelona
Ana Argila-Irurita: University of Barcelona
Maria-Luisa Sole-Moro: University of Barcelona
Jordi Campo Fernández: University of Barcelona
John-Andrés Serna-Ramírez: Esumer University Institution

A chapter in Advances in Digital Marketing and eCommerce, 2022, pp 208-223 from Springer

Abstract: Abstract The objective of this study was to analyse how consumers adopt webrooming and showrooming purchasing processes for different products (textile-fashion, home appliances and groceries). A crossover study was carried out in two countries, Spain and Colombia, applying an exploratory model through the analysis of PLS structural equations. The results showed differences in the adoption of this type of purchase depending on the type of product. The contributions of this study allow companies to choose and manage omnichannel processes depending on the type of products they sell.

Keywords: Retail; Omnichannel; Webrooming; Showrooming (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-05728-1_23

Ordering information: This item can be ordered from
http://www.springer.com/9783031057281

DOI: 10.1007/978-3-031-05728-1_23

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().