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ABDC-B

Shankar, A., & Jain, S. (2023). Investigating

webrooming behavior: a case of Indian luxury

consumers. Journal of Fashion Marketing and

Management: An International Journal,

27(2), 241-261.

The purpose of the current study is to examine why luxury
consumers webroom. The study further examines the

intervening effects of social norms, age, and gender. A
cross-sectional data from 374 Indian luxury consumers was

collected using questionnaire surveys. Confirmatory factor
analysis, covariance-based structural equation modeling

and PROCESS macro were used to analyze the data. Findings
suggest that perceived usefulness of searching online, sales-

staff assistance, socialization, and need for touch have
significant positive effect on attitude toward webrooming. The

moderation effect findings suggest that subjective norm
significantly moderates the association between attitude toward webrooming and webrooming intention. Practically,

the findings are likely to aid luxury marketers in designing effective channel strategies to maximize their reach via both
offline and online channel. This study provides several contributions to luxury marketing and retailing literature by

examining luxury consumers’ webrooming intention.

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