Antecedents to consumers’ showrooming behaviour: an integrated TAM-TPB framework

Sangeeta Sahney

104 citations0/0 files storedJournal of Consumer Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Retail Behavior Studies Technology Adoption and User Behaviour Consumer Market Behavior and Pricing

Abstract

Purpose The purpose of this study is to propose an integrated framework utilizing the theory of planned behaviour (TPB) and technology acceptance model (TAM) to augment the understanding on consumers’ showrooming behaviour. Design/methodology/approach Selective sampling was used for data collection. The integrated TAM-TPB framework led to 12 propositions, which were tested using partial least squares-structural equation modelling. Findings Both perceived relative search benefits offline and relative purchase benefits online significantly determined the consumers’ showrooming behaviour along with perceived ease purchasing online and the overall usefulness of the showrooming sequence. Results of the study revealed that the showrooming sequence helped consumers avoid the regret of making suboptimal product choices and paying a higher price for the same product. Online trust was found to partially mediate the relationship between consumers’ intention to showrooming and the actual showrooming behaviour. Research limitations/implications Notwithstanding the fact that further research is required to arrive at definitive conclusions, this study is an initial move towards understanding the consumers’ showrooming behaviour, and the research provides meaningful insights. Practical implications As showrooming substantially erodes profits, devising strategies to defend showrooming customers becomes crucial. The findings of the study provide the basis for formulating strategies to counter showrooming customers. Originality/value The paper is amongst the first studies which helps enhance the understanding of consumers’ showrooming behaviour, which is an emerging area in the present multi-channel retailing environment.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 104 citations exist upstream.

References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2003User Acceptance of Information Technology: Toward A Unified View1 2011PLS-SEM: Indeed a Silver Bullet 2003Evolving to a New Dominant Logic for Marketing 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics

Cited by

2021Thanks COVID-19, I'll reconsider my purchase: Can fear appeal reduce online shopping cart abandonment?2022Assessing the effects of COVID-19-related risk on online shopping behavior 2019Exploring factors influencing US millennial consumers’ use of tap-and-go payment technology 2020Mobile-assisted showroomers: Understanding their purchase journey and personalities 2024Investigating consumers’ adoption of AI chatbots for apparel shopping

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.