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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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