Abstract
Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results offer suggestions for multichannel retailers to deal with showroomers visiting their stores to try to turn them into buyers.
Highlights
Technology Acceptance and UseThe transition to omnichannel has contributed to blurring the frontiers between channels [1], allowing shoppers to interact with sellers through several channels and touchpoints during their shopping journey [2]
This paper aims to explain mobile showrooming intention using an extended UTAUT2 model that integrates purchase involvement and consumer value consciousness as drivers and mobile dependency as a moderating factor
Composite reliability (CR) and average variance extracted (AVE) reached the values that the literature suggests as the minimum threshold (0.8 and 0.6, respectively) [72]
Summary
Technology Acceptance and UseThe transition to omnichannel has contributed to blurring the frontiers between channels [1], allowing shoppers to interact with sellers through several channels and touchpoints during their shopping journey [2]. Retailers have increased channel integration, facilitating consumer cross-channel behaviours such as webrooming and showrooming [3,4]. 91.4% of consumers globally exhibit the behaviour of webrooming, while 83.8% engage in showrooming. The increasing possession of smartphones contributes to showrooming growth as customers search on their mobile for the best offer while they are in the store [8,9]. 60.1% use their smartphones when visiting physical stores, mostly to search for the best prices [7]. As a result, showrooming has become a severe threat to store-based retailers that see their financial performance impacted negatively by this behaviour [10]
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