Title: Evaluating the webrooming behaviour for mobile phones

Authors: Parvi Bharti; Harpreet Singh Grewal; Chirag Singhal; Himanshu Kargeti

Addresses: Uttarakhand Technical University, Dehradun, 248001, India; Doon Business School, Dehradun, 248001, India ' Doon Business School, Dehradun, 248001, India ' Graphic Era University, Dehradun, 248002, India ' Graphic Era Hill University, Dehradun, 248001, India

Abstract: How do customers integrate the traditional in-store shopping and the modern online shopping to reap the benefits of multichannel shopping? With the increased multitude of mobile technology and access of web base, understanding the consumer buying process has become quite complex. In this paper, an attempt has been made to understand the factors which make the consumers integrate the two modes, wherein they gather information online but prefer to buy them in-store. Different product segments call for a varied shopping approach due to their characteristics. This study has been focused on one product segment, i.e., mobile phones. This would craft a pathway for further studies in various product segments and multiple variables. Furthermore, the study could be used by the firms for multichannel decision-making.

Keywords: in-store; online; shopping; webrooming; behaviour; mobile phones.

DOI: 10.1504/IJBIR.2022.121545

International Journal of Business Innovation and Research, 2022 Vol.27 No.2, pp.166 - 181

Received: 04 Nov 2019
Accepted: 09 Jan 2020
Published online: 18 Mar 2022 *

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