Combining channels to make smart purchases: The role of webrooming and showrooming

In this study, the authors analyse the influence of specific combinations of online and physical channels (webrooming and showrooming) on the customer experience, specifically, on smart shopping perceptions and feelings. Taking into account that cross-channel consumers are driven by different motivations, the influence of shopping motivations is controlled. The results of an experiment in the fashion industry show that webroomers have greater...