Omnichannel Shopper Segmentation in the Fashion Industry

Mosquera, Ana; Ayensa, Emma Juaneda; Pascual, Cristina Olarte; Murillo, Yolanda Sierra

doi:10.1080/10496491.2019.1585599

Cited by 24 publications

(26 citation statements)

References 34 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…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

View full text Add to dashboard Cite

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.

show abstract

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

View full text Add to dashboard Cite

show abstract

“…As demonstrated by ASOS, one potentially useful application of clickstream data in marketing research and practice is consumer segmentation [13] [25]. Consumer segmentation is defined as the division of consumers into groups of buyers who share distinct characteristics and behaviours, that might require separate products or marketing mixes [26] [27]. Recognising consumer heterogeneity [28], much has been written about consumer segmentation in the offline environment [29][30], there is, however, a handful of research on consumer segmentation according to consumers' online behaviour [31].…”

Section: Introductionmentioning

confidence: 99%

Shopping Hard or Hardly Shopping: Revealing Consumer Segments Using Clickstream Data

Zavali

Lacka

Smedt

2023

IEEE Trans. Eng. Manage.

View full text Add to dashboard Cite

“…, 2017). There are also several different motivations and attitudes toward omnichannel shopping, which influence the extent to which consumers are willing to use it (Mosquera et al. , 2019).…”

Section: Introductionmentioning

confidence: 99%

The impact of trust on purchase intention through omnichannel retailing

Sombultawee

Wattanatorn

2022

JAMR

View full text Add to dashboard Cite

PurposeThis study investigates factors in consumer trust and purchase intention through omnichannel retailing. The theoretical framework is an extended theory of planned behaviour (TPB) model, with additional factors including time-saving and trust as explanatory variables.Design/methodology/approachThe study drew on a sample of Thai consumers aged 18 and over (n = 408), with data collected through an online survey. Analysis was based on a structural equation modelling (SEM) approach, employing confirmatory factor analysis.FindingsThe analysis showed that attitudes towards omnichannel retailing had the strongest effect on purchase intention, followed by subjective norms, perceived behavioural control and information search. All variables except attitudes to omnichannel retailing had moderate effect sizes. Analysis also showed that attitudes towards omnichannel retailing had a significant (though only moderately strong) effect on consumer trust towards omnichannel retailing. Subjective norms, perceived behavioural control and time-saving also had significant effects on consumer trust, although these effects were all weaker than the effect of attitudes. Finally, time-saving had a significant and strong effect on perceived behavioural control.Originality/valueThese findings show that both personal attitudes towards omnichannel retailing and technology characteristics can influence user acceptance. Its practical implication is that retailers need to consider the psychological needs and attitudes of their customers before implementing omnichannel tools. Theoretically, there is a need for more empirical research into the consumer decision for omnichannel retailing. This is particularly true since omnichannel retailing is a relatively new retail strategy which consumers may not yet fully understand.

show abstract

Omnichannel Shopper Segmentation in the Fashion Industry

Cited by 24 publications

References 34 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

Shopping Hard or Hardly Shopping: Revealing Consumer Segments Using Clickstream Data

The impact of trust on purchase intention through omnichannel retailing

Contact Info

Product

Resources

About