Omnichannel: Factors that Determine Adoption of Webrooming and Showrooming for Three Product Categories

The objective of this study was to analyze how consumers adopt webrooming and showrooming purchasing processes for different products (textile-fashion, home electronics and groceries). A crossover study was carried out in two countries, Spain and Colombia, applying an exploratory model through the analysis of PLS ​​structural equations. The results showed differences in the adoption of this type of purchase depending on the type of product. The contributions of this study allow companies to choose and manage omnichannel processes depending on the type of products they sell.