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Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Author

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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)

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.

Suggested Citation

  • Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:13:p:7288-:d:584895
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    References listed on IDEAS

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    Cited by:

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    2. Blömker, Jan & Albrecht, Carmen-Maria, 2024. "Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. María Alesanco-Llorente & Eva Reinares-Lara & Jorge Pelegrín-Borondo & Cristina Olarte-Pascual, 2023. "The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.

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