Webrooming in Clothing Retail: A Systematic Review with Evidence from Pakistan

Abstract

The research examines webrooming in the Pakistani textile and apparel industry focusing on consumer attitudes, behavior, demographics and how the online search can be transformed into an in-store purchase within an omnichannel context. Despite the fast pace of the sector development, lack of knowledge about the smartphone- and tablet-based webrooming practices in the emerging markets, such as Pakistan, A comprehensive literature review of more than 50 peer-reviewed empirical and theoretical articles was performed through the use of the snowballing technique to pinpoint the major drivers of webrooming behavior and customer behavior, and the features of the omnichannel. Results show that the perceived product involvement, primary shopping goals, and perceived omnichannel risk are the key predictors of webrooming behavior. Retailers need to improve mobile-friendly platforms, increase the level of information transparency, combine online and offline tools, decrease the perceived risk, and educate consumers to build effective omnichannel approaches in new markets.