Webrooming in the Luxury Market: Role of Consumer Traits, Channel-Related Factors and Shopping Motivations

Abstract

This study investigates the role of consumer traits, channel-related factors and shopping motivations on webrooming intentions using online perceived risk and online perceived review as moderators and information processing and uncertainty reduction theory as a theoretical underpinning. We collected 504 survey responses from luxury shoppers who purchased in the past 3 months and analysed the data with structural equation modelling. The results indicated that (a) consumer traits (i.e, need for interaction and touch) had a positive impact on the webrooming intention; (b) while channel-related factors like perceived ease of use and usefulness of online search did not significantly impact webrooming intention; (c) shopping motivation such as efficiency shopping had a negative effect, whereas variety seeking had a positive impact on the webrooming intention and (d) Online perceived risk and reviews significantly moderated the relationship between consumer traits, channel related factors and shopping motivation and webrooming intention. This research adds to the body of knowledge in luxury marketing by analysing webrooming and channel flipping in the post covid era. It emphasises the relevance of customer traits, motivation and touch channel when examining multichannel purchasing behaviour, considering moderating impacts on online risk and reviews on the webrooming buying process.

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