From Search to Purchase: Examining Consumer Purchase Intentions Across Webrooming and Showrooming Journeys

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 technologies with conventional retail formats has transformed consumer purchase journeys, encouraging movement between online and offline channels. Within this omnichannel environment, webrooming and showrooming have emerged as prominent cross-channel behaviours. This study examines the relationship of showrooming and webrooming with customers’ purchase intention. Primary data were collected from 500 respondents using a structured questionnaire and analysed through descriptive statistics, Cronbach’s alpha, exploratory factor analysis, correlation analysis, and simple linear regression. The findings reveal significant positive relationships between both behaviours and purchase intention. Webrooming showed a positive relationship with final purchase commitment (β = 0.536, R² = 0.287, p < 0.001), while showrooming demonstrated a comparable relationship with its purchase-oriented outcome (β = 0.537, R² = 0.289, p < 0.001). Although webrooming was more strongly endorsed overall, both behaviours showed comparable relationships with purchase intention, highlighting the importance of integrating digital and physical retail touchpoints across contemporary consumer purchase journeys.

Keywords

Consumer Behaviour, Cross-Channel Shopping, Omnichannel Retailing, Purchase Intention, Showrooming, Webrooming

References

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DOI

DOI: https://doi.org/10.67061/ijcams.2026.vol.11.issue.03.8022

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