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    Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

    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.

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    Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

    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.

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    Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

    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.

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    Titel:

    Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

    Beteiligte:

    Luis-Edwin Chimborazo-Azogue (Autor:in) / Marta Frasquet (Autor:in) / Alejandro Molla-Descals (Autor:in) / Maria-Jose Miquel-Romero (Autor:in)

    Erschienen in:

    Sustainability, Vol 13, Iss 13, p 7288 (2021)

    Erscheinungsdatum:

    2021

    ISSN:

    2071-1050

    DOI:

    https://doi.org/10.3390/su13137288

    Medientyp:

    Aufsatz (Zeitschrift)

    Format:

    Elektronische Ressource

    Sprache:

    Unbekannt

    Schlagwörter:

    showrooming , smartphone , UTAUT2 , value consciousness , purchase involvement , mobile dependence , Environmental effects of industries and plants , TD194-195 , Renewable energy sources , TJ807-830 , Environmental sciences , GE1-350

    Metadata by DOAJ is licensed under ​CC BY-SA 1.0

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