ABSTRACT
The present retailing landscape has changed dramatically. Consumers now use a combination of channels in their shopping process and webrooming behaviour (search online and purchase offline) which have become a common practice. The chapter delivers an understanding into the subject by providing a conceptual framework on webrooming behaviour using theory of reasoned action (TRA) and its consequences. The chapter aims to enhance an understanding on: (a) the role of attitudes and subjective norms in predicting webrooming behaviour using TRA; (b) impact of contextual factors on actual webrooming behaviour; and (c) the consequences of webrooming behaviour. We propose a conceptual model on webrooming behaviour with a number of propositions using the rich literature on multi-channel retailing. The proposed model on webrooming behaviour provides an understanding using TRA as to how hedonic and utilitarian beliefs and subjective norms influence attitude towards webrooming behaviour which in turn influence intention and actual webrooming behaviour.
