Webrooming Application On Marketing 4.0 Axis

In recent years, the retail industry has witnessed a dramatic shift from a single-channel retail format to a multi-channel retail environment.Due to competitive pressures and increasing customer demands, retailers are constantly adding new channels to serve customers. Today's “technology-efficient” retail environment allows customers to shop at any time of the day and from anywhere. Multi-channel retailing characterizes a seamless and integrated approach of various retail channels, due to the increase in smartphone and tablet purchases, as well as the increased reliance on user-generated content on social media platforms. Omnichannel retailing characterizes a seamless and integrated approach of various retail channels. “Showrooming” and “webrooming” are prominent shopping trends among consumers in multi-channel retail. The purpose of this study is to examine conceptually whether the motivation of price comparison has an impact on the "showrooming" and "webrooming" decisions of multichannel consumers.