Akademik Veri Yönetim Sistemi
Quality - Access to Success, cilt.27, sa.211, ss.458-472, 2026 (Scopus)
The aim of this study is to review the literature on webrooming behavior, which constitutes an important part of the increasingly significant omnichannel retailing experience, and to identify research gaps. In this study, a total of one hundred and thirty-six research articles were accessed from the Web of Science and Google Scholar databases through keyword searches. Of these, 45 articles were found suitable for analysis and were examined within the scope of their research topics, methods, and the theoretical frameworks they employed. In addition, a bibliometric analysis was conducted based on 42 articles indexed in the Web of Science that included the terms “webrooming” and “webroomer” in their titles. Using the VOSviewer (version 1.6.9) software, the bibliometric analysis evaluated the articles in terms of co-authorship, co-occurrence, citation, bibliographic coupling, co-citation, and thematic analysis. It was observed that most of the studies were conducted in India, China, and the United States, and that Structural Equation Modeling was used to examine the relationships among the variables addressed in the research. Based on a comprehensive review of the existing literature on the webrooming phenomenon, this study proposes new areas for future research focusing on new forms of purchasing behavior.