Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations

This study examines how different motivations determine three types of webrooming: traditional webrooming, webrooming extended to include mobile devices, and multidevice webrooming. The examination uses information-processing and uncertainty-reduction theories and fsQCA and discriminant analysis methods. The data derived from a convenience sample obtained through personal and online surveys. The results from the discriminant analysis indicate a significantly positive effect of information attainment on explaining all behaviors, and price comparison orientation and empowerment for mobile-related behaviors. The fsQCA findings show various motivational configurations for each webrooming behavior. In almost all, both information-processing and uncertainty-reduction motivations exist that support the importance of the underlying theories in explaining webrooming. Furthermore, empowerment is more relevant in behaviors where mobile device usage is always present. This study enriches the theoretical body of the webrooming construct, and the results can guide marketing and multichannel managers in developing differentiated strategies that address consumers' web rooming-specific needs.