Beyond Clicks to Bricks: Studying the Impact of Webrooming on High-Involvement Appliance Purchases of Millennials
Webrooming is a two-part shopping process where consumers research online before purchasing in-store. Anchored in Icek Ajzen's Theory of Planned Behavior, this study explores the webrooming trend in the high-involvement appliance category, including items such as televisions, refrigerators, ai...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Seisense
2024-09-01
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| Series: | SEISENSE Business Review |
| Subjects: | |
| Online Access: | https://journal.seisense.com/sbr/article/view/1062 |
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