The AI-Human Synergy: Understanding Webrooming Behavior in the Digital Age

Abstract

This study investigates how webrooming intention (the practice of customers searching for things online before making an in-store purchase) is affected by AI-driven technologies. The study examines how consumers' intention to webroom is affected by AI-driven personalisation, AI-driven virtual try-on technologies, customer satisfaction, Involvement, and engagement; purchase Anxiety affects webrooming behaviour. AI-driven personalisation and Involvement Were insignificant, while other variables were positively associated with webrooming intention. Retailers may build interactive experiences that connect online and offline purchasing by utilising virtual try-on technologies. Results point to the need for personalised suggestions and different channel options, as current customers want a smooth transition from online research to actual purchase. By using offline channel reassurance mechanisms, consumer confidence can be increased by reducing consumers' purchase anxiety. A conceptual structured model was designed and evaluated in this study using structural equation modelling with AMOS software. The study's results provide an analytical understanding of the roles of advanced technology and customers’ emotional factors in shaping consumer behaviour, offering actionable insights for retail strategies in the digital era. Moderating and mediating variables can be used in future studies.