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This study investigates the differences between showrooming and webrooming from the exploratory behavioral perspective. Based on the epistemic theory of curiosity, this study tests a conceptual model delineating two independent variables (i.e., interest- and deprivation-curiosity), two mediating variables (i.e., market mavenism, consumer innovativeness), and two dependent variables (i.e., actual showrooming experience, actual webrooming experience). A total of 358 participants were recruited through Amazon M Turk, and structural equation modelling analysis was conducted to test the hypothesized model. The study revealed that market mavenism mediates between interest-curiosity and webrooming, whereas consumer innovativeness mediates between deprivation-curiosity and both showrooming and webrooming. This indicates that showroomers and webroomers have different characteristics and are driven by different motivational factors. The study makes theoretical contributions as it provides a novel approach to examining the differences between showrooming and webrooming behavior. Further, practical implications to provide a novel experience are suggested for omnichannel retailers.

Showrooming versus webrooming: Examining motivational differences in omnichannel exploratory behaviors