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Webrooming: A Way of Dealing with Uncertainties in Purchasing
; Vilnius University, Faculty of Economics and Business Administration
Sigitas Urbonavicius orcid.org/0000-0003-4176-2573 ; Vilnius University, Faculty of Economics and Business Administration
Purpose – This study aims to analyze ways in which uncertainty-related factors inﬂuence the intention of webrooming, a cross-channel buying behavior. The authors suggest that four factors (uncertainty avoidance, risk aversion, anticipated regret, and the need for touch) differ in their nature and, therefore, may exert diﬀerent (direct or indirect) inﬂuence on the webrooming intention. Design/Methodology/Approach – The SEM analysis was applied to online survey data obtained in Lithuania. Findings and implications – The study conﬁrms that uncertainty avoidance and risk aversion, as quite broadly conceptualized factors, have an indirect inﬂuence on the webrooming intention that is mediated by Internet mavenism. As anticipated regret is a more transaction-related factor, its inﬂuence on the webrooming intention is direct. Due to its speciﬁc nature, the need for touch has both direct and indirect inﬂuence on the webrooming intention. These ﬁndings contribute to ﬁlling the gaps in scientiﬁc knowledge in two ways. First, the study makes the ﬁrst attempt to categorize uncertainty-linked antecedents in webrooming context and then assess the type of inﬂuence they exert. Second, it shows the direction and strength of the measured relations in the context of apparel product category. Additionally, it has managerial implications for retailing: cross-channel behavior in this category is largely triggered by uncertainty-related factors. Limitations – Webrooming intention was assessed only in one product category (apparel). Search results should be broadened to include other product categories. Moreover, the uncertainty-related factors of webrooming intention should be tested together with other types of factors that are important for this intention. Originality – The variety of factors used to investigate the inﬂuence on webrooming intention is quite broad. This study aims to acknowledge the inﬂuence of uncertainty-related factors on webrooming intention. Currently, scientiﬁc knowledge on this relationship is rather scarce.
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