What drives omnichannel shopping behaviors?

Ju‐Young M. Kang

78 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Retail Behavior Studies Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

Purpose The purpose of this paper is to investigate the interrelationships among fashion lifestyle of social-local-mobile (SoLoMo) consumers as individual characteristics, perceptions of the value of showrooming and webrooming and omnichannel shopping intention as choice/purchase behavior, and product review sharing intention as a post-purchase behavior. Design/methodology/approach Participants were 601 SoLoMo consumers who were drawn from a US consumer panel. Structural equation modeling was used to test the hypothesized model. Findings This study found that SoLoMo consumers’ perceptions of the value of showrooming and webrooming were antecedents of their omnichannel shopping intention, which had an influence on their intention to share product reviews. SoLoMo consumers’ brand prestige-based fashion lifestyle did not affect the perceived value of webrooming and had a negative influence on perceived value of showrooming. SoLoMo consumers’ information-based and practicality-based fashion lifestyles affected the perceived value of showrooming and webrooming. Interestingly, SoLoMo consumers’ personality-based fashion lifestyle did not have an influence on the perceived value of showrooming and webrooming. Originality/value This study provides the theoretical understanding of the interrelationships among SoLoMo consumers’ fashion lifestyle, perceived value, omnichannel shopping intention and product review sharing intention. This proposed model offers fashion retailers useful insights regarding the development of efficient omnichannel strategies based on SoLoMo consumers’ individual characteristics and perceptions. Finally, the results of this study engender important literature and knowledge related to omnichannel retailing and marketing.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 2015From Multi-Channel Retailing to Omni-Channel Retailing 2002The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions 2003Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude 1980Pricing: Making Profitable Decisions 2007Effects of extrinsic and intrinsic motivation on employee knowledge sharing intentions 2017The Future of Retailing

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