Understanding the consumers webrooming in retailing industry: An application of uses and gratification and uncertainty reduction theory

Rambalak Yadav, Arunangshu Giri, Dipanwita Chakrabarty and Ebtesam Abdullah Alzeiby

Technological Forecasting and Social Change, 2024, vol. 206, issue C

Abstract: The present research explores why consumers hesitate to make purchase decisions depending solely on online search; instead, they prefer webrooming (online search followed by offline purchases). Further, it also explores how the need for personal interaction induces webrooming intention among consumers. To understand the complex and varied nature of consumers' webrooming intentions, we propose using the Uses and Gratification Theory and Uncertainty Reduction Theory to gain insights into consumers' webrooming intentions by focusing on both dimensions, i.e., gratifications and the risks involved in webrooming. Based on an online survey a total of 334 responses were collected. The data was analyzed sequentially: SEM (structural equation modeling) and fsQCA (fuzzy set qualitative comparative analysis). The finding supported the role of hedonic and utilitarian motives in online search, further influencing offline purchase intention (webrooming intention). fSQCA reported that the presence of online search, hedonic motives, and perceived risk insufficiency conditions help achieve the highest level of intention to purchase from offline stores. The need for personal interaction positively moderated the association between online search and intention to purchase from offline stores. This research contributes to key theoretical and managerial implications related to the decision-making of retail settings (online/offline).

Keywords: Webrooming; Hedonic motive; Utilitarian motive; Need for personal interaction; Perceived risk; Perceived compatibility (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:206:y:2024:i:c:s0040162524003056

DOI: 10.1016/j.techfore.2024.123509

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