Antecedents to consumers’ showrooming behaviour: an integrated TAM-TPB framework

Abstract

The purpose of the present research is to propose an integrated framework utilizing the Theory of Planned Behavior and Technology Acceptance Model to augment the understanding on consumer's showrooming behavior. Selective sampling was used for data collection. The integrated TAM-TPB framework led to twelve propositions, which were tested using the Partial Least Squares-Structural Equation Modeling. Both perceived relative search benefits offline and relative purchase benefits online, significantly determined the consumers’ showrooming behavior along with perceived ease purchasing online and the overall usefulness of the showrooming sequence. Results of the study revealed that the showrooming sequence helped consumers avoid the regret of making suboptimal product choices and paying a higher price for the same product. Online trust was found to partially mediate the relationship between consumers’ intention to showrooming and the actual showrooming behavior. Notwithstanding the fact that further research is required to arrive at definitive conclusions, this study is an initial move towards understanding the consumer’s showrooming behavior, the research provides meaningful insights. As showrooming substantially erodes profits, devising strategies to defend showrooming customers becomes crucial. The findings of the study provide the basis for formulating strategies to counter showrooming customers. The paper is amongst the first studies which helps enhance the understanding of consumers’ showrooming behavior, which is an emerging area in the present multi-channel retailing environment.