Determinants of Webrooming and Showrooming Behavior: A Systematic Literature Review

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.