Multichannel search patterns and webrooming behaviours in the service industries: the case of motor insurance

This article aims at analysing the empirical categories and the main determinants of channel choices in the contractualized individual services category, with particular reference to multichannel search patterns and webrooming behaviours, whereby customers search online but purchase offline (namely, at the service provider’s premises). Based on an international survey of motor insurance customers, a set of hypotheses on the determinants of...