Date of Graduation

5-2024

Document Type

Thesis

Degree Name

Master of Science in Human Environmental Science (MS)

Degree Level

Graduate

Department

General Human Environmental Sciences

Advisor/Mentor

Eunjoo Cho

Committee Member

Kyuree Kim

Second Committee Member

Jacquelyn Mosley

Third Committee Member

Stephanie Hubert

Keywords

Consumer Attitudes; Omnichannel marketing; Showrooming

Abstract

With the rapid advancement in information technologies, retailers integrate omnichannel marketing strategies to provide consumers with low prices, good products, and unique shopping experiences. Omnichannel retailing brings changes to consumer decision-making processes. Consumers use all channels (online and offline) simultaneously at the same time during the product search, purchase, and aftersales stages. Some consumers prefer to check out a product in a brick-and-mortar store, but purchase it online. This is referred to as showrooming. Since the COVID-19 pandemic has increased the use of mobile devices and smartphones in shopping, consumers search e-commerce sites using mobile devices while they shop in stores. The use of smartphones increases showrooming behaviors. Mobile-assisted showrooming is shopping in brick-and-mortar stores to evaluate products and compare similar product options using smartphones, while they evaluate products in stores and make purchases online. Research shows that omnichannel shoppers purchase more products and acquire high-priced products than single-channel shoppers. Showroomers gather product information from a physical store and purchase the product online from another retailer. For that reason, showrooming has emerged as a significant challenge for brick-and-mortar stores. Many studies highlight the negative impact of showrooming behavior. However, showroomers can make purchases on the same retailer’s online channel. As a result, showroomers can provide omnichannel retailers with potential benefits. Whereas prior studies have examined factors driving showrooming, little is known about the positive consequences of showrooming. Further research is needed to offer valuable insights into the positive impact of showrooming. Drawing on Ajzen’s (1991) theory of planned behavior, the purpose of the study is to examine the determinants and consequences of showrooming behavior, which involves visiting physical stores to evaluate products before purchasing them online. Specifically, this study investigates the effects of price consciousness, value consciousness, perceived risk on attitudes towards showrooming behavior. This study also examines the effects of attitudes, subjective norms, and perceived behavioral control on the intentions towards showrooming behavior. Finally, the effect of intentions on retailer choice was investigated. Data were collected through an online survey of 383 college students, primarily aged 18-23 years old at a major Mid-southern university. The study employed exploratory factor analysis, reliability test, and regression analyses to test the hypothesized relationships proposed in the conceptual model. The results showed that price consciousness, value consciousness, and perceived risk significantly influenced consumers’ attitudes towards showrooming behavior. Attitudes, subjective norms, and perceived behavioral control were also found to influence intentions towards showrooming behavior, which affected retailer choice. The effect of intentions on same retailer choice was stronger than that on different retailer choice. This means that consumers who showroom tend to purchase products from the same retailer’s online website after showrooming. The study provides valuable insights for retailers, suggesting that understanding the psychological drivers of showrooming, such as consumers’ price sensitivity, desire for value, and risk perceptions, can help inform strategies to address this phenomenon. By exploring the complex interplay of factors shaping showrooming behavior, the research offers a comprehensive perspective on this evolving consumer trend, which has become particularly relevant during and post the COVID-19 pandemic. The findings can guide retailers in developing more effective omnichannel approaches and enhancing the in-store experience to better meet the needs of modern, tech-savvy young adult consumers.

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