Showrooming and Webrooming: Investigating the Consumer's Path to Purchase Intention

This study aims to investigate the impact of showrooming and webrooming on the purchase intentions of the undergraduate students of Lahore. The study describes the mediating role of smart shopping perceptions and search process satisfaction in this relationship. The study analysis the female undergraduate students of Lahore institutions. Convenience sampling was used for the data collection and the sample size of 277 is considered. Cross-sectional time horizon was considered, and the data collection was done by using the questionnaire. As the study is quantitative research, the research strategy which is suitable is the survey strategy of research. Data analysis is done by using different statistical tools including correlation, reliability, and analysis of hypotheses statements. The SPSS 21 and Process Hayes is used for analyzing the data collected. For testing different hypotheses of the study, mediation analysis (Model 4) was performed twice. The results obtained supported all the hypotheses of the study. Results showed that showrooming and webrooming both have positive relationship with the purchase intentions. Smart shopping perceptions mediates the relationship between showrooming and purchase intention. Search process satisfaction mediates the relationship between webrooming and purchase intention. The mediators used in the study may generate theoretical and practical information from the research study. The findings of this study is the initial attempt for exploring the under-researched area and contribute to the marketing literature. The results obtained from this study is also a foundation ground for the future research and demonstrates cosmetic retailers to obtain in- depth understanding of consumer purchase intentions.