Investigating the factors driving channel choice and retailer choice in an omni-channel environment

Heitz-Spahn, Sandrine; Yildiz, Hélène; Belaud, Lydie

doi:10.3917/proj.021.0043

Cited by 6 publications

(3 citation statements)

References 35 publications

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“…searching for information offline and buying a product online). The literature on OCR, and in particular research on apparel retailing, has begun to analyse the characteristics of omni-channel shoppers (Heitz-Spahn et al , 2018; Mosquera et al , 2019; Radzevičė and Banytė, 2020), but specific studies on the antecedents of webrooming and showrooming, respectively, are scarce, although the subject is drawing increasing attention (Aw et al , 2021; Fang et al , 2021; Fassnacht et al , 2019; Flavián et al , 2020, 2021; Grewal et al , 2018b; Kleinlercher et al , 2020; Raj et al , 2020; Kokho et al , 2018; Santos and Martins, 2019; Viejo-Fernández et al , 2018).…”

Section: Introductionmentioning

confidence: 99%

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Herrero

Viejo-Fernández

Agudo

et al. 2021

JFMM

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PurposeThis paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition.Design/methodology/approachThe fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour.FindingsThe results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming.Originality/valueThe authors’ research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour.

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Section: Introductionmentioning

confidence: 99%

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Herrero

Viejo-Fernández

Agudo

et al. 2021

JFMM

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show abstract

“…This study predicts that the future of the retail setting will change, consumer behaviour will alter because they will rely more on smart technologies than on store employees because these technologies will be able to help customers in all situations (Priporas, 2020). Women are more likely than males to be concerned about enjoying shopping settings, according to new research (Heitz-Spahn et al 2018). However, this study's findings regarding cosmetics show distinct results.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran

Malekpour,

Caboni,

Sedighi

et al. 2023

Symphonya. Emerging Issues in Management

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This paper provides an in-depth analysis of the key effective factors in selecting purchasing channels for cosmetic products. The purpose of this research is to investigate customer perceptions of cosmetics shopping. By synthesizing insights from prior research, this research develops a conceptual model by integrating innovations diffusion theory and theory of perceived risk to apply in preference to online shopping. 435 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling (PLS-SEM) method. The results show that online channels are the most popular purchasing channels for cosmetics and clarify the most significant factors that lead to cosmetic online shopping.

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“…There are few academic studies that focus on studying customer behaviour in showrooming and webrooming. In the literature, showrooming and webrooming are discussed in the context of personal characteristics (Mosquera et al , 2019) and product categories (Heitz-Spahn et al , 2018; Aw et al , 2021b), mainly as separate topics (Aw et al , 2021a; Kleinlercher et al , 2020; Raj et al , 2020; Kokho Sit et al , 2018). Showrooming and webrooming, however, are still little recognized but are worthwhile issues to research in the context of using new technologies.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Omnichannel as a driver of digitalization: evidence from the emerging market in the fashion industry

Szozda

2023

JFMM

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PurposeThe aim of the study presented in this paper is to investigate the interrelationships among technologies in retail, webrooming and showrooming purchase intentions and customer experience.Design/methodology/approachThe study was conducted in the fashion industry in three fashion groups: LPP, CCC and Inditex, which declare to use omnichannel solutions in their supply chains. The study focusses on 825 customers drawn from the emerging market in Poland. The research follows the partial least squares path model procedure.FindingsBased on the study, it was concluded that out-store technologies are positively associated with omnichannel purchase intentions and also positively associated with cognitive and affective customer experience. This study proves that the boundary between traditional and online stores is beginning to blur, and thanks to new technologies, customers can experience traditional shopping resembling online shopping, and vice-versa.Research limitations/implicationsAlthough the results provide several major contributions to theory and implications for practitioners, the study still demonstrates some methodological constraints. More specifically, although the study employs a relatively large research sample of 825 shoppers, it still focusses only on a selected group of customers in three fashion groups, LPP, CCC and Inditex, and is limited to investigating a particular type of customer experience solely in the fashion industry.Originality/valueThe results of this study not only verify the theoretical concepts and assumptions of technologies supporting omnichannel retail but also offer a practical roadmap for creating omnichannel solutions providing the best customer experience.

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Investigating the factors driving channel choice and retailer choice in an omni-channel environment

Cited by 6 publications

References 35 publications

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

Effective Factors in Selecting Purchasing Channels for Cosmetic Products in Iran

Omnichannel as a driver of digitalization: evidence from the emerging market in the fashion industry

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