To manage consumers’ channel switching behaviour, retailers need to enhance their service convenience, show the findings of this study.
Abhishek Behl, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India.
Amit Shankar, Marketing Management, Indian Institute Of Management Visakapatnam, Andhra Pradesh, India.
Manish Gupta, School of Management, Mahindra University, Hyderabad, India.
Aviral Kumar Tiwari, Rajagiri Business School, Rajagiri Valley Campus, Kochi, Kerala, India.
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 role in forming consumers’ showrooming intention.
The perceived values significantly mediate the relationship between convenience and showrooming intention and these effects varied depending on the level of consumers’ product involvement.
The results contribute to the S-O-R model 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 be managed in the omnichannel retailing industry. The findings of the present study encourage retailers to enhance their service convenience to manage consumers’ channel switching behaviour.
Published in: Journal of Strategic Marketing
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