Antecedents to consumers’ showrooming behaviour: an integrated TAM-TPB framework

Abstract

Purpose The purpose of this study is to propose an integrated framework utilizing the theory of planned behaviour (TPB) and technology acceptance model (TAM) to augment the understanding on consumers’ showrooming behaviour. Design/methodology/approach Selective sampling was used for data collection. The integrated TAM-TPB framework led to 12 propositions, which were tested using partial least squares-structural equation modelling. Findings Both perceived relative search benefits offline and relative purchase benefits online significantly determined the consumers’ showrooming behaviour along with perceived ease purchasing online and the overall usefulness of the showrooming sequence. Results of the study revealed that the showrooming sequence helped consumers avoid the regret of making suboptimal product choices and paying a higher price for the same product. Online trust was found to partially mediate the relationship between consumers’ intention to showrooming and the actual showrooming behaviour. Research limitations/implications Notwithstanding the fact that further research is required to arrive at definitive conclusions, this study is an initial move towards understanding the consumers’ showrooming behaviour, and the research provides meaningful insights. Practical implications As showrooming substantially erodes profits, devising strategies to defend showrooming customers becomes crucial. The findings of the study provide the basis for formulating strategies to counter showrooming customers. Originality/value The paper is amongst the first studies which helps enhance the understanding of consumers’ showrooming behaviour, which is an emerging area in the present multi-channel retailing environment.

The effect of electronic payments security on e-commerce consumer perception: An extended model of technology acceptance

“…Technology with higher perceived usefulness is believed a better task performance, which is indicated by fundamental and distinct constructs that are influential in decisions about using technology (Davis, 1989;Legris, Ingham, & Collerette, 2003). Perceived usefulness is reported to have a direct effect on intention to use technology (Antwi et al, 2015;Arora & Sahney, 2018;Salisbury et al, 2001). Thus, H1: Perceived usefulness has a positive effect on intention to purchase.…”

“…There is an accumulated extensive finding that perceived ease of use is significantly linked to intention and its impact on perceived usefulness. Although beyond the issues of the present extension of TAM, other research has begun to model the antecedents of perceived ease of use (Arora & Sahney, 2018). Here, task means the ability that a user put on a matter which their responsibility to more likely to be accepted by customers.…”

“…TAM offers a robust and straightforward explanation for users' technology acceptance and can determine the users' behavior when they feel that technology is beneficial (Abou-Shouk, Lim, & Megicks, 2016;Ardiansah et al, 2019). The latest TAM studies reported that both perceived usefulness and perceived ease of use have direct effects on behavior intention, thus eliminating the need for the attitude construct (Arora & Sahney, 2018;Lai, 2017;Mallya & Lakshminarayanan, 2017). Perceived usefulness (PU) is a measure of a user's intent to employ technology that they believe will help their task.…”

Technology Acceptance Model to Judge Performance of Travel Booking Apps in India using Grounded Theory

“…Most of the literature in the Indian context is in the area of usage of apps for shopping and banking applications. Consumers use technology to search online for products because of higher convenience but buy offline because of better interaction and experience in a store [3]. The reverse is also true where consumers search for products in offline stores but buy them online because of better deals [3].…”

“…Consumers use technology to search online for products because of higher convenience but buy offline because of better interaction and experience in a store [3]. The reverse is also true where consumers search for products in offline stores but buy them online because of better deals [3]. In the area of banking, the researcher [12] highlighted the issues and challenges faced by consumers in adoption of mobile banking apps.…”