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

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ID: 334483
2025
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Ranked #655 of 1,064 articles by views in Annals of Human and Social Sciences

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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.
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imported_1793227443_6ae27ab3cebe5 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Saima, Shad Ahmad Khan, Tahira Nazir
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Journal Annals of Human and Social Sciences
Year 2025
DOI
10.35484/ahss.2025(6-I)66
URL
https://ojs.ahss.org.pk/journal/article/view/1148
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