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Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations

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  • Santos, Susana
  • Gonçalves, Helena Martins

Abstract

This study examines how different motivations determine three types of webrooming: traditional webrooming, webrooming extended to include mobile devices, and multidevice webrooming. The examination uses information-processing and uncertainty-reduction theories and fsQCA and discriminant analysis methods. The data derived from a convenience sample obtained through personal and online surveys. The results from the discriminant analysis indicate a significantly positive effect of information attainment on explaining all behaviors, and price comparison orientation and empowerment for mobile-related behaviors. The fsQCA findings show various motivational configurations for each webrooming behavior. In almost all, both information-processing and uncertainty-reduction motivations exist that support the importance of the underlying theories in explaining webrooming. Furthermore, empowerment is more relevant in behaviors where mobile device usage is always present. This study enriches the theoretical body of the webrooming construct, and the results can guide marketing and multichannel managers in developing differentiated strategies that address consumers' webrooming-specific needs.

Suggested Citation

  • Santos, Susana & Gonçalves, Helena Martins, 2019. "Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations," Journal of Business Research, Elsevier, vol. 101(C), pages 757-766.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:757-766
    DOI: 10.1016/j.jbusres.2018.12.069
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    Cited by:

    1. Neslin, Scott A., 2022. "The omnichannel continuum: Integrating online and offline channels along the customer journey," Journal of Retailing, Elsevier, vol. 98(1), pages 111-132.
    2. Heitz-Spahn, Sandrine & Belaud, Lydie & Ferrandi, Jean-Marc, 2024. "A regulatory focus theory approach to understanding cross-channel free-riding behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Masoud Yazdanpanah & Kurt Klein & Tahereh Zobeidi & Stefan Sieber & Katharina Löhr, 2022. "Why Have Economic Incentives Failed to Convince Farmers to Adopt Drip Irrigation in Southwestern Iran?," Sustainability, MDPI, vol. 14(4), pages 1-15, February.
    5. Aw, Eugene Cheng-Xi, 2020. "Understanding consumers’ paths to webrooming: A complexity approach," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    6. Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    7. Aw, Eugene Cheng-Xi & Kamal Basha, Norazlyn & Ng, Siew Imm & Ho, Jo Ann, 2021. "Searching online and buying offline: Understanding the role of channel-, consumer-, and product-related factors in determining webrooming intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    8. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    9. Paula Rodríguez–Torrico & Sonia San-Martín & Rebeca San José Cabezudo, 2022. "¿Conectamos? El marketing relacional en la era del mix de canales," DOCFRADIS Working Papers 2204, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2022.
    10. Fakfare, Pipatpong & Promsivapallop, Pornpisanu & Manosuthi, Noppadol, 2023. "Applying integrated generalized structured component analysis to explore tourists' benefit consideration and choice confidence toward travel appscape," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    11. Fernanda Bethlem Tigre & Paulo Lopes Henriques & Carla Curado, 2022. "Building trustworthiness: Leadership self-portraits," Quality & Quantity: International Journal of Methodology, Springer, vol. 56(6), pages 3971-3991, December.
    12. Shankar, Amit & Jain, Sheetal, 2021. "Factors affecting luxury consumers’ webrooming intention: A moderated-mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    13. Yanan Li & Sid Terason, 2023. "Configuring the Pattern of Sustainable Tourism Development as Affected by the Construction of a High-Speed Railway System," SAGE Open, , vol. 13(3), pages 21582440231, July.

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