Understanding consumer’s showrooming behaviour

Abstract

Purpose Recent multichannel research suggests that consumers use multiple channels to reap attribute-based benefits which have led to showrooming phenomenon. The purpose of this paper is to investigate the reasons for consumers’ showrooming behaviour and propose a comprehensive model based on application and extension of the “Theory of planned behaviour”. Design/methodology/approach Using the probability sampling approach, 278 complete responses were obtained via web-based surveys for analysing the showrooming behaviour. The research model was tested using the “Partial least squares method” which follows a variance-based structural equation modelling approach. Findings The results of the study indicate that “touching and feeling the product” and “sales staff assistance” motivated customers to visit the physical store before buying online. “Better online service quality” and “lower prices online” induced customers to later purchase online. Price conscious customers and those with the ability to use multiple channels were more likely to engage in showrooming behaviour. Research limitations/implications The generalization of the findings may be limited because the data were collected from a small sample size. The subject calls for more extensive research for drawing generalizations due to lack of the substantive literature on the core area of study. Practical implications The model proposed will help retailers in understanding the showrooming phenomenon which recent researchers have considered as a threat to retail. The study provides basis for devising strategies to defend showrooming customers. Originality/value This paper adds to the body of knowledge in retailing by proposing a model on showrooming which is an emerging area of research in the present retail landscape.

Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

“…Showrooming has consistently been related to the motivation of finding lower prices online [5]. The literature has confirmed that price-consciousness is an individual psychographic factor that positively affects the attitude and intentions of showrooming [30,56]. In a qualitative study, Fiestas and Tuzovic (2021) [2] argued that getting the best value is a benefit sought by showroomers.…”

Characteristics of Consumers' Behavior in Shopping of Food Products in the Market of Bosnia and Herzegovina

“…"Better Online Service Quality" and "Lower Prices Online" induced customers to later purchase online. Price conscious customers and those with the ability to use multiple channels were more likely to engage in showrooming behavior (Arora et al, 2017). Despite the growing popularity of consumers adopting m-shopping activities and the increasing academic attention, consumer m-shopping utilization remains low and research of its causes remains in its infancy (Marriott et al, 2017).…”

Investigation of consumers' cross‐channel switching intentions: A push‐pull‐mooring approach

“…Therefore, we include this variable in our study. Multichannel self‐efficacy (consumers' ability and confidence to use multiple channels) and switching costs can moderate the effect of external search and attractiveness of alternate channels on switching intentions (Arora, Singha, & Sahney, 2017; Li et al, 2018). Hence, we examine the moderating effect of multichannel self‐efficacy and switching costs on the relationship between (a) extent of information search and cross‐channel switching intentions, (b) alternative attractiveness and cross‐channel switching intentions.…”