Purchase decisions are sometimes influenced by emotions. However, sometimes there are post-purchase emotions too, that influence the overall customer experience. In certain cases, there are positive post-purchase emotions such as happiness, joy, satisfaction, etc., while sometimes there are negative emotions such as anxiety, guilt, etc. The objective of this research is to understand whether there is an emotion of guilt when a customer collects the information, experiences a product or a service at a physical brick-and-mortar retail store, and then makes the purchase online. Both online and offline channels have their own respective strengths and weaknesses. From the customer’s point of view, both channels are important as they offer their own respective values to the customers. It is important that both channels are sustainable, either as independent retailing channels or offline-merge-online retailing. This research contributes to understanding the customer emotions related to showrooming and its impact on the overall customer experience.
Mahendra Singh (Tue,) studied this question.