Assessing the key variables of mobile-assisted showroomers’ behavior to enhance their shopping experience

María Alesanco-Llorente, Eva Reinares-Lara, Jorge Pelegrín-Borondo and Cristina Olarte-Pascual

Journal of Global Fashion Marketing, 2025, vol. 16, issue 1, 109-129

Abstract: The penetration of mobile devices has favored the rise of mobile showroomer (MS) consumers; however, very little academic research has been conducted on this behavior. This paper aims to deepen knowledge of MS consumers and advance new technology acceptance models by extending the Cognitive-Affective-Normative (CAN) model to include the conative dimension (CAN+C). The model is applied to 824 MS respondents. The results show that the CAN+C model has high explanatory power (R2 = 75.3%), outperforming previous models. The variables habit, performance expectancy, and pleasure explain MS consumers’ intention to reuse their smartphone at the store. Understanding MS consumers has theorical implications for modeling new technology use and, at the applied level, makes it possible to enhance their shopping experience.

Date: 2025
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DOI: 10.1080/20932685.2024.2420621

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