Decoding Consumer Perceptions in Cross-Channel Shopping: Evidence from Webrooming and Showrooming

Volume 11, Issue 3, 2026

International Journal of Commerce and Management Studies, ISSN 2456-3684

Paper Title

Author Name and Affiliation

Sunisha Sehgal, Research Scholar, Baba Mastnath University (BMU), Rohtak, Haryana,

Supervisor: Dr. Suman Pahal, Professor, Faculty of Management and Commerce, Baba Mastnath University (BMU), Rohtak, Haryana

Abstract

The integration of digital and physical retail channels has transformed consumer shopping journeys, giving rise to cross-channel behaviours such as webrooming and showrooming. This study examines customers’ perceptions towards showrooming and webrooming. A quantitative, cross-sectional research design was adopted, and primary data were collected from 500 respondents across five cities of Delhi-NCR using a structured questionnaire. Customer perceptions were measured through separate twenty-item webrooming and showrooming scales. Descriptive statistics, Cronbach’s alpha, correlation analysis, comparative analysis, and exploratory analysis using principal component extraction were employed. The findings reveal favourable perceptions towards both behaviours, with webrooming recording a higher overall mean (M = 3.690) than showrooming (M = 3.567). Both scales demonstrated high reliability, while KMO values and significant Bartlett’s tests supported their suitability for exploratory analysis. Overall, consumers value both online and physical channels as complementary components of cross-channel shopping journeys, while demonstrating a comparatively stronger favourable perception towards webrooming in the surveyed sample.

Keywords

Consumer Perception, Cross-Channel Shopping, Omnichannel Retailing, Showrooming, Webrooming

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DOI

DOI: https://doi.org/10.67061/ijcams.2026.vol.11.issue.03.8023

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