Webrooming or showrooming, that is the question: explaining omnichannel behavioural intention through the technology acceptance model and exploratory behaviour

نویسندگان

چکیده

Purpose This paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both perceived usefulness and ease-of-use, as well consumer's personal predisposition exploratory information seeking acquisition. Design/methodology/approach The fashion retailing environment more omni-channel than ever before. two predominant behaviours are showrooming. Taking its basis technology acceptance model (TAM) concept of consumer behaviour. Findings results obtained from a sample 847 apparel shoppers (462 webroomers 385 showroomers) show that higher perception ease-of-use buying processes, behaviours. Additionally, exerts an additional indirect effect on developing these through usefulness. Finally, acquisition have relevant influence intentions, but not Originality/value authors’ research contributes literature in sector testing explain intentions individuals adopt showrooming, incorporating different psychographic variables linked use ICT development

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ژورنال

عنوان ژورنال: Journal of Fashion Marketing and Management

سال: 2021

ISSN: ['1361-2026', '1758-7433']

DOI: https://doi.org/10.1108/jfmm-05-2020-0091