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Jain, S., & Shankar, A. (2023). Examining the luxury consumers’ showrooming behaviour: The effect

of perceived values and product involvement. Journal of Global Fashion Marketing, 1-18.

Since showrooming has been a key trend among luxury consumers, this study tries to understand the major
drivers behind luxury consumers’ showrooming behavior 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 analyze 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 behavior for

luxury goods. This paper will assist luxury players to create appropriate marketing programs to facilitate or counter
showrooming.

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