Navigating the digital marketplace: perception, risks and webrooming intention.

Purpose: The purpose of this study was to validate the factors influencing perception of digital buyers (PDB), risk factors of digital buying (RFDB) and webrooming intention (WI) and also to examine the mediating role of WI between PDB and RFDB. Design/methodology/approach: The antecedents of variables were validated using exploratory data analysis. The association between PDB and RFDB was established using structural equation modelling. Furthermore, the mediating role of WI is examined using the Sobel test. Findings: The antecedents of PDB (digitization practice, credence preference, brand awareness and consciousness, product features, utilitarian behaviour, price and discount factors), RFDB (performance risk, socio-psychological risk, financial risk, aesthetic risk, time and return risk and perceived quality risk) and WI (perceived ease of online search, usefulness of online search, need for touch, socialization and webrooming attitude) were identified. PDB significantly and positively influences RFDB. There is a direct relationship between PDB and WI. WI and RFDB are positively correlated. WI partially mediates between PDB and RFDB. Practical implications: The research outcome helps the multi-channel retailers to identify the digital platforms to find greater opportunity for customer engagement. Originality/value: The study augments the body of literature on WI by exploring the interplay of PDB, RFDB and WI, which will help retail personnel to strategize operational practices. [ABSTRACT FROM AUTHOR]