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Webrooming in the Luxury Market: Role of Consumer Traits, Channel-Related Factors and Shopping Motivations

Rambabu Lavuri & Park Thaichon

Australasian Marketing Journal2025https://doi.org/10.1177/14413582251333808article
AJG 1ABDC A
Weight
0.41

Abstract

This study investigates the role of consumer traits, channel-related factors and shopping motivations on webrooming intentions using online perceived risk and online perceived review as moderators and information processing and uncertainty reduction theory as a theoretical underpinning. We collected 504 survey responses from luxury shoppers who purchased in the past 3 months and analysed the data with structural equation modelling. The results indicated that (a) consumer traits (i.e, need for interaction and touch) had a positive impact on the webrooming intention; (b) while channel-related factors like perceived ease of use and usefulness of online search did not significantly impact webrooming intention; (c) shopping motivation such as efficiency shopping had a negative effect, whereas variety seeking had a positive impact on the webrooming intention and (d) Online perceived risk and reviews significantly moderated the relationship between consumer traits, channel related factors and shopping motivation and webrooming intention. This research adds to the body of knowledge in luxury marketing by analysing webrooming and channel flipping in the post covid era. It emphasises the relevance of customer traits, motivation and touch channel when examining multichannel purchasing behaviour, considering moderating impacts on online risk and reviews on the webrooming buying process.

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https://doi.org/https://doi.org/10.1177/14413582251333808

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@article{rambabu2025,
  title        = {{Webrooming in the Luxury Market: Role of Consumer Traits, Channel-Related Factors and Shopping Motivations}},
  author       = {Rambabu Lavuri & Park Thaichon},
  journal      = {Australasian Marketing Journal},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/14413582251333808},
}

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.