Webrooming Or Showrooming? a Matter of Involvement

We examine two cross-channel behaviours formed by the integration of the online and physical channels: showrooming (information offline, purchase online) and webrooming (information online, purchase offline). We find that involvement is higher in webrooming than in showrooming and determines the channel preferences to search for information and buy the product.


Carlos Orús, Raquel Gurrea, and Carlos Flavián (2016) ,"Webrooming Or Showrooming? a Matter of Involvement", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 751-751.


Carlos Orús, University of Zaragoza
Raquel Gurrea, University of Zaragoza
Carlos Flavián, University of Zaragoza


NA - Advances in Consumer Research Volume 44 | 2016

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