Page 42 - April_2024 Broucher.indd

Amit Shankar

Title: Examining the luxury consumers’ showrooming behaviour: The effect of perceived values

and product involvement

Journal: Journal of Global Fashion Marketing

Since showrooming has been a key trend among luxury consumers, this

study tries to understand the major drivers behind luxury consumers’
showrooming behaviour using a moderated mediation framework.
Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-

Based Adoption Model (VAM), this research aims to bridge this gap
in the existing work. Systematic sampling method was employed for
data collection from 404 luxury fashion consumers in India. AMOS 27
and Process SPSS Macro were employed to analyse the data. Findings
from the analysis revealed that sales-staff assistance, evaluation

convenience, deals and discount and online purchase convenience

significantly influence showrooming intention.
Mediating roles of in-store search value and
perceived value of online shopping were confirmed
in the relationship between antecedent variables and

showrooming intention. Furthermore, the mediating
role of in-store search value is moderated by product
involvement. This is the earliest work performed

to examine the influence of product involvement
in consumers’ showrooming behaviour for luxury
goods. This paper will assist luxury players to create
appropriate marketing programmes to facilitate or
counter showrooming.

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