Abstract
Retailing environment has changed dramatically in the past decade with the advent of the online channel and new additional digital channels. In multichannel environment, consumers can move easily among different channels. They engage in cross-channel showrooming behavior when they use one retailer’s offline channel to obtain information and then switich to another retailer’s channel to purchase. As a result, offline reatilers have expressed growing alarm that showrooming erodes profits. The current focuses on showroming behavior and explores antecedents which lead to showrooming behavior based on PPM model. The empirical results reveal that multichannel self-efficacy, perceived alternative online store’s attractiveness, and within-firm lock-in contribute to consumer showrooming behavior.
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