Employing the Push-Pull-Mooring Model in Shaping Loyal and Competitive Webrooming Behavior: Applied to the Home Appliances Market

Document Type : Original Article

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Assistant Professor, Department of Business Administration Faculty of commerce, Cairo University

Abstract

The rapid development of e-commerce has led to the emergence of new concepts in consumer behavior, most notably the concept of webooming. This phenomenon refers to the behavior where shoppers search for products online but complete their purchases in traditional brick-and-mortar stores. This behavior is considered a distinctive feature of omnichannel shopping. Given the novelty of this concept, the study aims to employ the Push-Pull-Mooring (PPM) model, inspired by migration theory, to explore the factors influencing home appliance shoppers' intention to engage in webrooming behavior, as well as the impact of this intention on actual loyal and competitive webrooming behavior. The study collected data from 420 shoppers using a non-probability quota sampling method in Cairo Governorate. Data analysis was conducted using structural equation modeling (SEM) to test the proposed hypotheses. The findings revealed that push, pull, and mooring factors positively influenced the webrooming intention, except for anticipated regret and subjective norms, which showed no significant effect on intention. The results also confirmed a direct impact of the webrooming intention on actual webrooming behavior, whether loyal or competitive. Based on these findings, the study provides a set of recommendations for retailers to improve their marketing strategies and enhance the shopping experience across integrated channels in line with the modern retail environment.

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