Webrooming: Digitally Facilitated Offline Shopping

Internet literacy over a while changed the way the customers are shopping and research strategies on multi-channels have been adopted by them before making a product purchase decision. Information and communication technology has amplified the webrooming behaviour of consumers where consumers research regarding the products online on a stationary or mobile device but purchase it from a physical store. Numerous bricks and mortar companies have established their online platform so that customers can go through the product details before purchase. This study focuses on the various determinants which help us to comprehend that what influences the webrooming behaviour of customers.