<![CDATA[In the context of omnichannel hospitality services, where online information search is increasingly integrated with offline service evaluation, this study looks at the purchasing decisions made by Generation Z consumers. Before making purchases, buyers still seek offline verification and sensory confirmation, even as digital platforms and online reviews have grown in importance as information sources. Previous research has typically looked at offline assessment and online informational signals independently, offering little insight into how they interact with webrooming behavior. Based on the Stimulus-Organism-Response (S-O-R) theory, this study examines how purchasing decisions are influenced by the demand for touch, the perceived value of online reviews, the perception of online risk, and the moderating influence of webrooming activity. 200 respondents were divided into control and experimental groups using a quasi-experimental pre-test and post-test control group design in a quantitative manner. Before assessing the service offline, respondents in the experimental group looked up information on hospitality services online. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine the data. The results demonstrate that while perceived online risk and the efficacy of online reviews have no discernible direct effects, the demand for touch favorably influences purchasing decisions. Additionally, webrooming increases the perceived utility of online reviews, decreases the demand for touch, and has little effect on perceived online risk. By showing how webrooming influences customer purchase decisions in omnichannel hospitality services, our findings expand the use of the S-O-R framework.]]>
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