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Webrooming and showrooming: a multi-stage consumer decision process

Srabanti Mukherjee (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)
Swagato Chatterjee (Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 16 February 2021

Issue publication date: 6 July 2021




The purpose of this research is to propose and validate a theoretical framework explaining web-rooming and showrooming as a multi-stage decision-making process. The authors have used consumer purchase decision-making theories to propose a model that identifies showrooming and webrooming as a combination of two decisions, channel choice during information search and channel choice during actual purchase. Further, the authors explored how various antecedents of showrooming and webrooming have differential effects on various stages of a purchase decision-making process and how product type moderates the relationships.


The authors have conducted empirical research, whereby 243 responses were obtained from a cross-sectional survey. The authors have used structural equation modeling and multiple regression analysis to validate our theoretical model.


Webrooming or showrooming is a multi-stage decision-making process for the consumers. First, consumers decide whether to search online or offline and then whether to buy online and offline. Different individual, purchase context-related and channel related factors impact these decisions. Product type governs which variables will be more important than others.


The research looks to enhance the understanding of the consumer's decision-making process during showrooming and webrooming while also helping retailers design and implement appropriate strategies that could affect consumers during information search and actual purchase.



Mukherjee, S. and Chatterjee, S. (2021), "Webrooming and showrooming: a multi-stage consumer decision process", Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 649-669.



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