Determinants of Webrooming and Showrooming Behavior: A Systematic Literature Review

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-04-03 DOI:10.1080/15332861.2020.1863041

K. Sahu, Mohammed Naved Khan, K. Gupta

引用次数: 23

Abstract

Abstract The aim of this study is to explore the characteristics of omnichannel shoppers in the context of webrooming and showrooming behavior. A total of two hundred and forty research papers were accessed from various sources through searches based on keywords. One hundred and thirteen papers were found to be relevant for further analysis. Most of the studies were from the USA and UK and had predominantly used structural equation modeling for analysis and establishing relationships between the variables of interest. Based on analysis of these studies and a thorough review of extant literature on omnichannel retail environment in general and webrooming and showrooming behavior in particular, the present study attempts to (i) provide deeper insights into the omnichannel phenomena; (ii) identify the determinants of the consumer purchase journey in an omnichannel environment; (iii) categorize the extant studies in five broad areas; and (iv) identify the critical areas for future research focusing on new forms of buying behaviors.

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网页浏览和展厅行为的决定因素:一个系统的文献综述

摘要本研究的目的是探讨全渠道购物者在网页浏览和陈列室行为背景下的特征。通过基于关键词的搜索，共从各种来源获取了240篇研究论文。发现有113篇论文与进一步分析有关。大多数研究来自美国和英国，主要使用结构方程模型进行分析并建立感兴趣的变量之间的关系。在对这些研究进行分析的基础上，对现有关于全渠道零售环境的文献进行全面的回顾，特别是对网上浏览和展厅行为的文献进行全面的回顾，本研究试图:(1)对全渠道现象提供更深入的见解;(ii)在全渠道环境中确定消费者购买旅程的决定因素;(iii)将现有的研究分为五大范畴;(iv)确定未来研究的关键领域，重点关注新形式的购买行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.