6533b833fe1ef96bd129c38d

RESEARCH PRODUCT

Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Alejandro Mollá-descalsLuis-edwin Chimborazo-azogueMaria-jose Miquel-romeroMarta Frasquet

subject

Value (ethics)showroomingvalue consciousnessTelefonia mòbilmedia_common.quotation_subjectGeography Planning and DevelopmentTJ807-830Management Monitoring Policy and LawShowroomsmartphoneTD194-195:CIENCIAS ECONÓMICAS [UNESCO]Renewable energy sourcesutaut20502 economics and businessmobile dependenceGE1-350UTAUT2Social influencemedia_commonHedonic motivationpurchase involvementEnvironmental effects of industries and plantsRenewable Energy Sustainability and the Environment05 social sciencesAdvertisingUNESCO::CIENCIAS ECONÓMICASModerationEnvironmental sciencesOmnichannel050211 marketingConsciousnessPsychology050203 business & managementDependency (project management)

description

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.

yearjournalcountryeditionlanguage
2021-06-29Sustainability
10.3390/su13137288https://www.mdpi.com/2071-1050/13/13/7288