Track: Business Management
Omnichannel buying behavior is a growing trend in branded fashion retail in the world. Consumers, especially millennials, prefer to do web-rooming, which is evaluating products online and identifying the most suitable products for them to buy directly in stores. Some of the causes of web-rooming behavior are the emergence of online channels and continuous digitization. With the omnichannel shopping method, business owners and retailers of branded fashion products must broaden their understanding of the motivations of webrooming behavior in buying branded goods. The main objective of this review is to provide a comprehensive understanding of the webrooming behavior of Gen Y consumers to purchase branded fashion products by developing a conceptual model based on the integrated Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA). the role of variables that influence the behavior of Gen Y consumers towards web-rooming. Results and discussion are further discussed. The review identified important gaps in the literature related to webrooming behavior.