An Examination of the Effect of Consumer Personal Traits on Show Rooming Behavior: The Effect of Product Type

Bumsoo Kim · Min Jae Park

13 citations0/0 files storedJournal of Internet Commerce

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

The rapid growth of online commerce and spread of mobile devices have created various trends in product-purchasing behaviors of consumers. Especially in online-to-offline commerce, “showrooming” has increased. This involves searching for products offline but purchasing them online. Among theories of consumer buying behavior based on traditional consumer characteristics, this study empirically analyzes whether there are group-specific differences in showrooming. The results show that innovative consumption tendencies are significantly related to push, pull, and mooring factors. The findings also elucidate the role of showrooming buying behavior in these relationships. In terms of push and mooring factors, these relationships are strengthened by showrooming purchase experience. This study divides products into electronic products and apparel and analyzes the effects on purchase experience using a moderator.

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References

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2023The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments 2025A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning

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