Digital activities have also increased as technology has become entrenched in consumer life. Online marketing is an effective area in the digital mobility of consumers. Every innovation that technology adds to consumer life causes new concepts to enter the marketing literature. Webrooming is one of these concepts. Webrooming means that consumers search for information online about the product they will buy, but buy the product from physical stores, not online. This study was conducted on the mediating role of brand trust between webrooming tendency and purchase intention. The scope of the study was limited to female consumers. Female consumers are both an important target group of businesses and it is seen that female consumers have more online activities. At the same time, it was also tested whether there is a relationship between female consumers’ webrooming tendencies, brand trust and purchase intentions and demographic variables. For this purpose, a questionnaire was applied to 563 number of female consumers. The significance of the mediating effect was examined with the Sobel, Aroian and Goodman tests. According to the data obtained as a result of the research, brand trust has a mediating role in the relationship between webrooming tendency and purchase intention. In addition, women between the ages of 18-28, single, with an associate’s degree and with an income below the minimum wage have a higher webrooming tendency. It is seen that there is a limited number of studies with limited content on this concept, which is very new in the relevant literature. This research provides an understanding of the main drivers behind webrooming tendency of female consumers and it is important in terms of eliminating the deficiency in the relevant literature and developing suggestions for businesses.