Potential benefits and descriptive norms in webrooming: an extended model of goal-directed behaviour
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 3 August 2021
Issue publication date: 21 April 2022
Abstract
Purpose
This purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the consumer's rationale and intent behind webrooming.
Design/methodology/approach
A survey instrument was employed to collect the data. A total of 324 usable responses were obtained, and the structural equation modelling technique was used for analysis.
Findings
The results of the study revealed that consumers utilised the information collected online to strike better deals offline. Also, webrooming not only stimulated smart shopper feelings amongst shoppers but also assisted them in avoiding certain risks associated with shopping online. Besides, support was also garnered for informative and possession benefits linked with webrooming. The findings demonstrated the positive impact of attitude, anticipated emotions and perceived behavioural control on desire, which in turn positively determined the intentions. Significant mediation impact was also observed between attitude and intentions via desire. However, past behaviour was evidenced to impact only intentions. Surprisingly, descriptive norms emerged as a stronger predictor of consumers' desire as opposed to subjective norms, which was found to be insignificant.
Research limitations/implications
Information search and switching costs associated with webrooming have not been considered in this study. A larger sample size would help draw broader generalisations.
Practical implications
While online retailers can utilise the findings of the study to convert webrooming shoppers into buyers, alternatively, offline stores can use the key insights to retain webroomers. Additionally, educators can use the findings of the study to teach the students about the changing retailing dynamics.
Originality/value
The present study emerges as the first one to incorporate cognitive, affective and habitual factors collectively for a better understanding of the webrooming phenomenon.
Keywords
Acknowledgements
The authors would like to thank the Director, Faculty and Staff at XLRI, Jamshedpur for their support and encouragement. Dr Sourabh Arora served as Visiting Assistant Professor at XLRI, Jamshedpur from August, 2019 to May, 2020.
Citation
Arora, S., Sahney, S. and Pradhan, D. (2022), "Potential benefits and descriptive norms in webrooming: an extended model of goal-directed behaviour", International Journal of Retail & Distribution Management, Vol. 50 No. 3, pp. 377-397. https://doi.org/10.1108/IJRDM-10-2020-0417
Publisher
:Emerald Publishing Limited
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