Webrooming in the context of fashion: an antecedent analysis of webrooming attitude, intention and behavior


  • Aimãn Ibrahim Mourad Pontifícia Universidade Católica de São Paulo - PUC, São Paulo, (Brasil) https://orcid.org/0000-0003-0247-232X
  • Luiz Francisco Almeida Plens de Quevedo Universidade de São Paulo - USP, São Paulo, (Brasil)




Webrooming, Consumer Behavior, Distribution Channel, Fashion, Structural Equation Modeling


Objective: In this paper, it is intended to study webrooming behavior - online information search, and in person purchase - on fashion products. It is done by proposing a simplified model for webrooming on purchasing fashion garments.

Method: A survey was conducted, obtaining 365 answers, and analyzed through structural equation modeling - PLS-SEM.

Results: It was found that online perceived risk and purchase channel evaluation are antecedents of webrooming attitude. Online perceived risk had a positive effect on the webrooming intention, however the webrooming behavior was only mediated by webrooming attitude and intention.

Relevance/originality: Because of socioeconomic and technological conditions, there is a change in consumption habits and channel use by the Brazilian consumers. The literature indicates movements such as e-commerce consolidation, economic instability, and evolving thinking and using fashion products. However, there is a gap related to channel adoption, in regard to cross-channel behavior. Specifically, webrooming is practiced by more people than showrooming, but it has less publications.

Theoretical/methodological contributions: For purchasing fashion products, online perceived risk affects webrooming behavior more deeply than other channel evaluation aspects.

Social/managerial contributions: This research contributes to channel management development with concepts, insights, and a validated model that's applicable in businesses and other organizations, thus promoting better control of operations and marketing efforts.


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Author Biographies

Aimãn Ibrahim Mourad, Pontifícia Universidade Católica de São Paulo - PUC, São Paulo, (Brasil)

Doutor em Administração pela Pontifícia Universidade Católica de São Paulo - PUC, São Paulo, (Brasil). Professor do MBA em Marketing e do MBA em gestão de Vendas da Escola Superior de Agricultura "Luiz de Queiroz" -  ESALQ/USP, São Paulo. 

Luiz Francisco Almeida Plens de Quevedo, Universidade de São Paulo - USP, São Paulo, (Brasil)

Bacharel em Marketing pela Universidade de São Paulo - USP, São Paulo, (Brasil).


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How to Cite

Mourad, A. I., & Quevedo, L. F. A. P. de. (2023). Webrooming in the context of fashion: an antecedent analysis of webrooming attitude, intention and behavior. Future Studies Research Journal: Trends and Strategies, 15(1), e0761. https://doi.org/10.24023/FutureJournal/2175-5825/2023.v15i1.761



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