Rong-Jie Jiang

The Impact of Webrooming on High‐Involvement Purchase Decisions: Moderating Role of Transaction Utility Perception

Webrooming—searching online before purchasing offline—has become common in high‐involvement purchase contexts, such as when buying expensive, infrequent, or complex products. Although firms often invest in digital channels to support this process, research has not established whether more information always improves...