DefinePK

Research Objective

To understand consumers' reasons related to channel attributes that act as determinants and resistance factors for consumers' intention towards webrooming behavior, based on the framework of the Behavioral Reasoning Theory (BRT).

Methodology

A conceptual framework based on the Behavioral Reasoning Theory (BRT) is proposed. The study involves a literature review to develop postulations related to webrooming behavior in an omnichannel shopping scenario. The proposed methodology suggests a quantitative survey for empirical validation and a qualitative study using in-depth interviews and focus group discussions for deeper insights.

Methodology Flowchart

                        graph TD
    A["Literature Review on Webrooming and BRT"] --> B["Develop Conceptual Framework and Hypotheses"];
    B --> C["Propose Research Model"];
    C --> D["Suggest Quantitative Survey for Empirical Validation"];
    C --> E["Suggest Qualitative Study for Deeper Insights"];
    D --> F["Analyze Data and Test Hypotheses"];
    E --> F;
    F --> G["Discuss Findings and Implications"];
    G --> H["Formulate Conclusion"];                    

Discussion

The study highlights the importance of understanding consumer "reasons" in the context of webrooming behavior within emerging economies. It suggests that while haptic evaluation and sales staff assistance can motivate webrooming, cost-saving and offline purchase effort can act as deterrents. The discussion also touches upon strategies retailers can implement to address these factors in an omnichannel environment.

Key Findings

The proposed model provides an understanding of webrooming behavior based on consumers' reasoning and values underlying their attitude and intention. It suggests that "reasons for" (e.g., haptic evaluation, sales staff assistance) and "reasons against" (e.g., cost-saving, offline purchase effort) influence attitude and intention towards webrooming. Utilitarian values are proposed to influence these reasons and attitudes.

Conclusion

This conceptual study contributes to the literature by proposing a framework based on BRT to examine the determinants of webrooming intention. It emphasizes the role of consumer reasoning and values in shaping attitudes and intentions towards webrooming behavior in emerging economies.

Fact Check

* 74% of consumers prefer to shop through webrooming behavior (JRNI, 2019).
* In Pakistan, about 89% of consumers search for women's fashion wear, and 82% search for smartphones before final purchase (www.brandsyanrio.com, 2019).
* The study proposes that attitude significantly predicts intention, a finding supported by other behavioral theories (Sheeran, 2002).

Mind Map