Showrooming, Webrooming, and User-Generated Content Creation:
The Moderating Effect of SoLoMo
In comparison with traditional multichannel shoppers, omnichannel shoppers simultaneously use all channels including brick-and-mortar stores, catalogs, web, mobile, and social media, not just one or two channels (Thoma, 2010). Due to the surge in smartphone and tablet purchases as well as increased engagement with user-generated content on social media platforms, showrooming and webrooming are prominent shopping trends among shoppers in omnichannel retail. Showrooming describes the practice of examining products in a brick-and-mortar store but ultimately making the actual purchase online or on a mobile device (Richter, 2013).