Webrooming and showrooming behaviors: the role of regulatory focus and sensory preferences in omnichannel consumer journeys

Purpose This study examines the effects of regulatory focus (RF) on webrooming and showrooming (WR/SR) behaviors and their impact on post–purchase satisfaction (PPS), along with the moderating roles of need for touch (NFT) and information processing style (IPS). Design/methodology/approach This research comprised of two complementary studies. The first employed a 2×2 between-subjects experimental design, treating regulatory focus as a situationally induced variable. The second involved a survey-based design, where regulatory focus was conceptualized as a stable personality trait. Data analysis was carried out using PROCESS Macro (Model No. 58) for the experimental study and PLS-SEM for the survey study. Findings Both studies concur that promotion-oriented participants favored webrooming (WR), while prevention-oriented participants favored showrooming (SR). WR has higher PPS than SR; NFT moderates the effect of RF on WR/SR behavior; IPS moderates the relationship between RF and PPS and increases satisfaction for promotion-oriented individuals with abstract processing styles. Research limitations/implications This study advances regulatory focus theory (RFT) by contextualizing it within a dynamic retail context. It also contributes to the literature on sensory and cognitive influences and highlights their important role in consumer behavior. Practical implications Retailers can use these insights to tailor their omnichannel strategies to align with consumer motivational orientations and increase overall touchpoint satisfaction. Originality/value This study extends RFT to the omni-channel context and reveals its explanatory power for cross-channel shopping behavior; by incorporating NFT and IPS, it demonstrates the role of sensory preferences and cognitive styles in shaping consumer satisfaction.