Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Luis-Edwin Chimborazo-Azogue, Marta Frasquet, Alejandro Molla-Descals and Maria-Jose Miquel-Romero
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Luis-Edwin Chimborazo-Azogue: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Marta Frasquet: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Alejandro Molla-Descals: Department of Marketing, University of Valencia, 46022 Valencia, Spain
Maria-Jose Miquel-Romero: Department of Marketing, University of Valencia, 46022 Valencia, Spain

Sustainability, 2021, vol. 13, issue 13, 1-17

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.

Keywords: showrooming; smartphone; UTAUT2; value consciousness; purchase involvement; mobile dependence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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