Understanding consumers' showrooming behaviour: a stimulus–organism–response (S-O-R) perspective
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 7 July 2020
Issue publication date: 10 October 2020
Abstract
Purpose
The present piece of research aims at enhancing our understanding of situational and intentional showrooming behaviour. The study further tests and validates a model based on the stimulus–organism–response framework to draw richer insights.
Design/methodology/approach
The study adopts a two-phased approach to discover the consumers' rationale behind showrooming. In the first phase, a narrative-based examination followed by an inductive thematic analysis was employed. In the second phase, the stimulus–organism–response model was validated through structural equation modelling method.
Findings
The results of the study highlighted the factors that contribute to intentional and situational showrooming behaviour. Results show that consumers also showroom on account of situational circumstances such as assortment issues, poor sales-staff assistance and long payment queues at offline stores. However, intentional showroomers are primarily driven by perceived showrooming value which emerges as a combination of in-store search value and online purchase value. Past showrooming experience also plays a role in stimulating consumers to showroom. The results also revealed the moderating impact of product involvement and perceived product type, barring time pressure. The impact of showrooming self-efficacy was also observed.
Research limitations/implications
The study majorly validates the factors stimulating intentional showrooming conduct intertwined with product-related factors, time pressure and showrooming self-efficacy. Hence, the future scope of the study lies in quantitatively validating the findings concerning situational showroomers as this would help draw richer insights.
Practical implications
The findings of the study can be utilized by both offline and online retailers for managing showroomers.
Originality/value
The study offers rich insights on showrooming which has been identified as a major challenge being faced by offline retailers nowadays.
Keywords
Acknowledgements
The authors would like to thank the Director, Faculty and Staff at XLRI, Jamshedpur for their support and encouragement.Dr. Sourabh Arora served as Visiting Assistant Professor at XLRI, Jamshedpur from August, 2019 to May, 2020.
Citation
Arora, S., Parida, R.R. and Sahney, S. (2020), "Understanding consumers' showrooming behaviour: a stimulus–organism–response (S-O-R) perspective", International Journal of Retail & Distribution Management, Vol. 48 No. 11, pp. 1157-1176. https://doi.org/10.1108/IJRDM-01-2020-0033
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited