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This study, based mainly on the stimulus–organism–response (S-O-R)
       model, investigates the role of offline search convenience (decision
       convenience, attentiveness convenience, and evaluation convenience) and
       online purchase convenience (transaction convenience, possession
       convenience,  and post-purchase  convenience)  in  motivating consumers’
       showrooming behaviour. Additionally, it examines the intervening roles of
       consumers’ perceived values and product involvement in the said
       relationship. Data were collected from 303 Indian consumers through an
       online survey. The results from structure equation modelling and PROCESS
       Macro indicate that attentiveness convenience, evaluation convenience,
       possession convenience, and post-purchase convenience play a significant                Shankar,  A., Gupta, M., Tiwari, A.
       role in forming consumers’ showrooming intention. The perceived values
       significantly mediate the relationship between convenience and                          K., & Behl, A. (2021). How does
       showrooming intention and these effects varied depending on the level of                convenience impact showrooming
       consumers’ product involvement. The results contribute to the S-O-R model               intention? Omnichannel retail
       by not only identifying the S-O-R specific factors in the present context but
       also provide the evidence for the ways in which the global retail disaster can          strategies to manage global retail
                                                                                               apocalypse. Journal of Strategic
       be managed in the omnichannel retailing industry. The findings of the
                                                                                               Marketing, 1-22.
       present study encourage retailers to enhance their service convenience to
       manage consumers’ channel switching behaviour.



                                                    Customers today make a trade-off between online and offline channels to
                                                    purchase fashion items. The purpose of this research is to examine whether
                                                    affective commitment to a purchase situation impacts consumers' channel
          Jebarajakirthy, C., Das, M., Shah, D.,    choice (online store or in-store) for fashion purchases. Two between-subjects’
          & Shankar, A. (2021). Deciphering         experimental studies were designed to test hypotheses. Binary logistics

          in-store-online switching in              regression, chi-square test, two-way ANOVA and PROCESS Macro were used to
                                                    test hypotheses. The findings of study 1 showed that in a high affectively
          multi-channel retailing context: Role     committed purchase situations, consumers prefer to purchase fashion items
          of affective commitment to purchase       in-store whereas in low affectively committed purchase situations, they prefer

          situation. Journal of Retailing and       online. Further,  hedonic  benefits  mediate  the association  between  affective
                                                    commitment and channel selection. Study 2 re-confirmed the findings of
          Consumer Services, 63, 102742.            study 1 and showed that customer channel choice varies between high and

                                                    low affective commitment levels depending on customer innovation seeking
                                                    tendency. This study enriches the multi-channel literature and provide several
                                                    implications to multi-channel fashion retailers.




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