WEBROOMING OR SHOWROOMING IN FASHION SHOPPING? A MATTER OF INVOLVEMENT

Carlos Flavián,Daniel Marín,Carlos Orús 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Introduction Consumers can easily combine the online and physical channels in their shopping process. This new reality is changing the nature of the customer-firm interactions and is challenging retailers to effectively manage their customers. In this line, two antagonistic shopping patterns can be identified: showrooming (visiting physical retailers to check out products and then buy online) and webrooming (research products online before making the purchase offline). In this way, the fashion industry has been deeply affected by these cross-channel shopping behaviour (Lee and Kim, 2008; Cho and Workman, 2010). In this way, according to the Google Consumer Barometer 2015 (www.consumerbarometer.com), webrooming represents the dominant channel combination in fashion shopping around the globe. Cross-channel shopping patterns can threaten traditional retailers though, in the form of free-riding behaviors, such that consumers use one retailer’s channel to prepare, and then switch to another retailer’s channel to purchase (Chiou et al., 2012). Both showroomers and webroomers can free ride, yet the latter is less problematic, because online retailers’ costs are largely fixed (Van Baal and Dach 2005), and consumers often use multiple online sources to search for product information. In an omnichannel era, retailers must learn to integrate channels to offer seamless and unique experiences that retain consumers throughout their entire purchase experience (Verhoef et al, 2015). However, there is a lack of studies analysing the situational characteristics that lead consumers to adopt a specific combination of channels. Specialised literature has emphasised the role convenience (e.g. Verhoef et al., 2007), overlooking the impact of other relevant factors. This research examines the differences between webrooming and showrooming in terms of the degree of the consumer’s involvement with the purchase. Specifically, we examine the differences between webrooming and showrooming in terms of involvement, and how these differences translate into different preferences for the virtual and physical channels to search for information and carry out the purchase. Hypotheses Formulation The consumer’s cross-channel behavior is defined as the use of a combination of channels at different stages of the same shopping process (Dholakia et al., 2005). As previously stated, showrooming and webrooming are two antagonistic forms of cross-channel behavior. We propose that the degree of involvement will shape the consumer’s tendency to carry out one of the two cross-channel sequences. Involvement is defined as the individual’s degree of interest or relevance with a product or purchase situation (Zaichkowsky, 1985; Mittal, 1989). The fashion industry encompasses products whose characteristics prevent consumers from evaluating their quality without physical interaction (Weathers et al., 2007). Thus, they are sensitive to be acquired by means of a cross-channel process. However, when consumers are involved with the purchase of the product, their informational needs are increased (Brunelle, 2009), which lead them to carry out an exhaustive information search. Purchase involvement entails that the consumer is motivated to choose the best option. In this way, the Internet is widely acknowledged as the best channel to satisfy consumers’ need for an extensive information search (e.g. Ratchford et al. 2003), except for the physical inspection of the product (Citrin et al., 2003). This lack of complete knowledge leads them to carry out a webrooming purchase process. On the other hand, when consumers are not involved with the purchase of the product, they seek for convenience in their experiences and paying a low price (McGoldrick and Collins, 2007), which are the main defining factors of showrooming. Showroomers go the physical store to find the product they want to acquire and then take the advantage of the convenience and low prices of the Internet to buy the product. Therefore: H1: Purchase involvement is higher in webrooming than in showrooming. For showroomers, the use of the Internet is more limited to the search for lower prices and to carry out the purchase. In webrooming, consumers use the Internet to research about products and then go to the store with a higher knowledge of the product they want, to corroborate the information they have seen online, and to gain power in the interaction with the salesman (Orús, 2015). Webroomers value the information richness that the Internet offers. Therefore, the relevance of the Internet as channel to search for product information should be higher in webrooming experiences than in showrooming experiences H2: The preference for the Internet to search for information about the product is higher in Webrooming than in Showrooming. Finally, if involvement determines the differences between webrooming and showrooming, it should also explain the preferences for the purchase channel. Specifically, highly involved consumers will be more likely to use the physical store because they can have a physical interaction with the product and the sales personal, which helps them to take the shopping decision with a high degree of confidence (Flavián et al., 2016). Low involved consumers will purchase from the channel which allows them to pay a low price and to make the purchase in a convenient way (i.e. the Internet). Thus: H3: The degree of consumer’s involvement with the purchase mediates the effects of webrooming versus showrooming experiences on the preference for the purchase channel. Methodology Three studies were developed to test the hypotheses. The Study 1 consisted of an exploratory survey to identify and characterise different cross-channel shopping behaviours. In Study 2 we directly manipulate the degree of the participants’ involvement in order to examine their preference for the Internet as a channel for searching for information and their preference of the channel to carry out the purchase. Finally, Study 3 put participants into a webrooming or a showrooming shopping scenario and examines differences in the degree of involvement and purchase intentions. All the studies are carried out with samples of millennials or Generation Y (Parment, 2013) and focus on the purchase of clothing and accessories. Study 1 Participants were 192 millennials (60.9% female; between 18 and 35 years old). They were asked to think about a recent purchase experience of clothing or accessories in which they combined different channels during the purchase process. The participants reported the product purchased and the channels employed to search for information and buy the product. Finally, they indicated, on a 7-point scale (1 = not at all, 7 = extremely), to what extent the purchase of the product was (1) important, (2) interesting, (3) relevant, (4) meant a lot, (5) significant, to measure their degree of involvement (Zaichkowsky, 1985; Mittal, 1989; α = 0.89, 70.51% of variance explained). Due to space constraints, only a summary of results is presented. Out of the 192 participants, 109 (57%) reported a webrooming experience, whereas 28 (15%) recalled a showrooming experience. This result confirms that webrooming is a more extended behavior than showrooming. Moreover, purchase involvement for participants who recalled a webrooming experience (M = 5.56, SD = 0.86) was significantly higher than for those who recalled a showrooming experience (M = 4.33, SD = 1.46; U Mann-Whitney non-parametric test: p < 0.001). Evidence in favor of H1 was found. Study 2 This study consisted of an experimental design with one between-subjects factor with two levels. Specifically, participants (n = 68; 58% female; between 18 and 35 years old) were asked to think about the purchase of a clothing and fashion product with a cost of either €20 or less (low involvement condition) or €100 or more (high involvement condition). Among other measures, participants reported the probability of using the Internet to search for product information before purchase (from 1 = very unlikely, to 7 = very likely), and the preference for the channel to carry out the purchase (from 1 = definitely the Internet, to 7 = definitely the physical store). The participants also indicated their degree of involvement in the same way as in the previous study (α = 0.91, 75.41% of variance explained). In this way, the manipulation was successful since participants’ involvement with the purchase of the expensive product (M = 5.14, SD = 1.32) was significantly higher than with the purchase of the cheap product (M = 4.31, SD = 1.19; t(66) = 2.688, p < 0.01). The results of the analyses were consistent with our expectations. The probability of using the Internet for searching for product information was significantly higher for participants in the highly-involving purchase (M = 5.55, SD = 1.92) than for those in the low-involving purchase (M = 3.07, SD = 1.84; t(66) = 5.391, p < 0.001). In addition, participants’ preference for the purchase channel was also affected by the experimental treatment. In the purchase of the expensive product, participants indicated a higher preference for the physical store (M = 5.95, SD = 1.33), whereas for the cheap garment, participants were more indifferent, slightly leaned toward the Internet though (M = 3.87, SD = 1.68; t(66) = 5.701, p < 0.001). H2 is supported. In addition, two ANCOVAs were carried out to test the mediator effect of involvement. Involvement significantly influenced the preference for the Internet to search for information (F(1, 67) = 13.589, p < 0.001) and the purchase preference (F(1, 67) = 11.364, p < 0.001). The effect of the treatment was reduced in both cases, supporting partial mediation (H3). Study 3 The last study manipulated the type of information search sequence. Participants (n = 54; 53.7% female; between 17 and 24 years old) had an initial interaction with the product (a strap bag) and then changed the channel to have a cross-channel search experience with the same product. In this way, participants in the webrooming condition first had an online experience with the product and then had the opportunity to physically interact with it. Participants in the showrooming condition had the reverse sequence. After having both experiences with the product, the participants indicated the likelihood of purchasing the product in the channel where they had had the last experience (from 1 = very unlikely, to 7 = very likely). A set of additional measures were gathered. At the end of the questionnaire, participants indicated the degree of involvement with the experience (α = 0.86, 63.70 % of variance explained). The results of the analyses further confirmed H1. Participants in the webrooming scenario indicated a higher degree of involvement (M = 5.22, SD = 0.67) than participants in the showrooming scenario (M = 4.67, SD = 0.95; t(52) = 2.505, p < 0.05). Moreover, purchase intention at the physical store was higher for webroomers (M = 5.87, SD = 1.92) than purchase intentions in the online store for showroomers (M = 4.83, SD = 1.24; F(1, 53) = 11.789, p < 0.01). When involvement was included as a covariate in the analysis, it had a positive effect on purchase intentions (F(1, 53) = 13.591, p < 0.01), whereas the effect of the type of search sequence decreased (F(1, 53) = 5.785, p < 0.05). Again, we find support for H3, given that involvement partially explained the effect of webrooming on the preference for the physical store to purchase the product. Discussion and Conclusions Consistent with previous reports (Sevitt and Samuel, 2013; Google Consumer Barometer, 2015), the results of the first study confirmed that webrooming is a more frequent cross-channel shopping than showrooming. Thus, traditional retailers may take the advantages of the Internet to offer enhanced shopping experiences to customers, instead of fearing of a possible cannibalization of the online channel. Importantly, the results of the three studies show differences between webrooming and showrooming in terms of the involvement with the purchase situation. The first study measured the degree of consumers’ involvement depending on the type of cross-channel behavior, revealing that involvement was higher for webroomers than for showroomers. The second study directly manipulated the degree of involvement and demonstrated a clear preference for a webrooming experience when the purchase of the product entailed a higher degree of involvement. The third study showed that, depending on the type of search sequence (webrooming or showrooming) the involvement with the purchase experience was different. Furthermore, the level of purchase involvement determined the preference for the online and physical channels to search for information and purchasing the product. This finding entails important implications for both theory and practice. Nevertheless, this research has several limitations which open avenues for further research. Specifically, we only focused on a specific segment of the market and on a specific product category. Future studies should replicate these findings with more representative samples and a wider set of product categories, which have been found to determine multichannel behaviour to a great extent (Kushwaha and Shankar, 2013). Further research should also include convenience- and price-related variables which can explain the differences between webrooming and showrooming.

멀티채널 환경에서 정보탐색채널과 구매채널의 불일치 현상에 관한 연구: 쇼루밍 현상을 중심으로

Min-Sun Yeom 한국유통과학회 2015 유통과학연구 Vol.13 No.9

Purpose – “Showrooming” refers to the phenomenon where a shopper visits a store to see and compare products but makes the purchase online at a lower price. Surveys on showrooming activities at home and abroad indicate that a significant number of consumers pursue showrooming activities. The advent of “showroomers,” who engage in buying activities, hovering both on and offline, while selectively choosing sales channels to suit their needs, is powerful enough to erode the borders between channels and bring about seismic changes in the distribution industry. However, surprisingly, there has been no in-depth discussion on showrooming. This study seeks to theoretically investigate what impact personal characteristics have on showrooming preferences and attitudes in a multi-channel environment. Specifically, assumptions have been made that price perception, perceived performance risk, and trust in online shopping not only have a direct impact on showrooming attitudes but also indirectly affect it through the means of contact motivation. Research design, data, and methodology – To test the hypotheses, this study conducted a survey of male and female shoppers, ages 20 through 40s, who live in metropolitan areas, and have actively showroomed fashion items in the last six months. A clothing item usually purchased after a careful decision- making process was chosen as the target product of the study. The survey was conducted between October and November 2014, using a professional survey service provider. A total of 200 surveys were collected, of which 198 were used for analysis. Conceptual model Structural Equation Modeling (SEM) and Amos 18.0 were employed for data analysis and model verification. In addition, following the confirmatory factor analysis and measurement model analysis, the theoretical model that corresponds to the research model was analyzed.Results – Analysis results show that price perception, perceived performance risk, and trust in online shopping have a statistically significant and positive (+) impact on showrooming attitudes. In addition, in terms of the indirect influence of price perception and perceived performance risk on showrooming attitudes through means of contact motivation, price perception had a statistically significant and positive impact on means of contact motivation, whereas perceived performance risk did not have a statistically significant impact on it, with the relevant hypothesis rejected. Conclusions – These analysis results imply that the ultimate goal of consumers is to maximize their shopping benefits by selectively and strategically taking advantage of different channels in a complementary manner. This study presents many implications for distributors to encourage a deep understanding of showrooming consumers who have complicated consumption behaviors and to build channel integration strategies. This study has limitations in theoretical and practical implications. Therefore, subsequent studies need to focus on verifying that showrooming activities are based on reasonable and planned decisions by applying the theory of reasoned or planned behavior. In addition, the scope of the study should expand to include web showrooming, where consumers conduct product research online and purchase offline.

소비자의 쇼핑성향이 멀티채널 선택행동에 미치는 영향

오송희(Oh Song Hee),이은선(Lee Eun Sun),이주훈(Lee Joo Hoon),최홍원(Choi Hong Won),유현정(Yoo Hyun Jung) 충북대학교 생활과학연구소 2015 생활과학연구논총 Vol.19 No.1

Since the barrier between traditional commercial trade and e-trade is collapsed recently and the distribution process is gradually integrated, the number of consumers who choose by moving between online market and offline market is increasing. This is called multi-channel decision making behavior, namely, after checking goods in the shop, they usually purchase goods in other distribution route such as online and they are called showrooming group. Although showrooming behavior emerges as new consumption trend, multi-channel decision making behavior like showrooming is not yet studied much in reality. Thus, this study performed corroborative survey for each shopping propensity on information searching and showrooming buying behavior of consumers in their 20s' who are known to be the age doing showrooming behavior most frequently for 3 weeks from August 12, 2013 to August 30, 2013. The result of analysis is as follows. First, 68.1% of the respondents are experienced in 'showrooming' & when it comes to purchase satisfaction, they are generally satisfied in showrooming. Second, consumers in 20s' are found to mainly use the postscript of shop and online shopping mall as information for shopping and the propagation and development of Internet and smart phone is confirmed to especially influence showrooming. Third, it was investigated that consumers in 20s' used online for efficient shopping and used offline shopping to buy/use product immediately and to directly confirm quality. Fourth, the shopping propensity of consumers in 20s' is classified into 5 types such as shopping-oriented, brand-oriented, value-oriented, low price-oriented, time-oriented and the low price-oriented shopping propensity and value-oriented shopping propensity are especially conspicuous. Fifth, analyzing the difference between showrooming group and non-showrooming group, showrooming group is found to utilize more means for comparative shopping than non-showrooming group, enjoying shopping act itself, attaching importance to brand and having propensity to meticulously check the value of product.

Showrooming: the effect of gender

David J. Burns,Pola B. Gupta,Jennifer Hutchins 한국마케팅과학회 2019 마케팅과학연구 Vol.29 No.1

Showrooming, or shopping in bricks-and-mortar stores and receiving their services without payment, but purchasing from a lower-priced online retailer, can be detrimental to the survival of bricks-and-mortar stores. This study examines how the gender of young adult consumers with differing shopping orientations view showrooming. The results suggest that showrooming is not just a male or a female phenomenon among young adults. The findings suggest, however, that bricks-and-mortar retailers may possibly be better able to dissuade female consumers from engaging in some showrooming activity more easily than males. On the other hand, online retailers may find it easier to prompt male consumers into showrooming activity than females. Although shopping orientations have been shown to affect individuals’ propensities to engage in showrooming activity and the perceived ethicality of doing so, there appears to be no difference by gender. The results suggest that gender has relatively little effect in consumers’ showrooming activity.

Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement

Jain Sheetal,Shankar Amit 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.3

Since showrooming has been a key trend among luxury con- sumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour 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 col- lection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse 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 behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.

온라인과 오프라인 유통시장의 새로운 소비행태에 관한 연구

장흥훈(Heung Hoon Jang),강상구(Sang Goo Kang),주연(Yan Zhou) 중앙대학교 한국전자무역연구소 2014 전자무역연구 Vol.12 No.1

연구목적: 본 연구의 목적은 최근 소비자들의 소비패턴이 소셜미디어의 인기와 태블릿 PC의 출현으로 온ㆍ오프라인에서 변화가 나타나고 있는 시점에 온라인과 오프라인에서 소비자들의 소비행태의 비교를 통해 온라인 및 오프라인 업체들이 소비자의 소비패턴 변화에 적절하고 효율적으로 대응하기 위한 방안을 마련하고, 향후 유통시장에서 온라인과 오프라인 업체들간 상생협력 방안을 강구하는데 기여하는 것이다. 논문구성/논리: 본 연구는 각종 문헌연구를 이용한 기술적인 분석을 하였다. 1장은 본 논문의 서론이며 2장에서 온ㆍ오프라인의 소비행태에 대한 문헌연구를 하고, 제3장에서는 쇼루밍과 역쇼루밍의 현황과 관계에 대해 고찰한다. 그리고 제4장은 온ㆍ오프라인 업체들이 시행하는 효율적인 이용사례를 통해 종합적인 시사점을 도출하여 유통시장에서 새로운 소비행태인 옴니채널에 대해 논의한다. 마지막 5장은 결론으로 구성되어 있다. 결과: 정보통신의 발달로 소비자들은 온라인과 오프라인 가운데 단독 채널만을 이용하지 않고 소비의 정보탐색과 구매활동에 있어 채널의 장점을 최대한으로 이용하여 쇼루밍과 역쇼루밍의 소비행태를 보이고 있다. 그러므로 온ㆍ오프라인업체들은 경쟁관계보다 여러 채널을 유기적으로 결합하여 소비자에게 단절없는 일관성 있는 소비기회를 제공한다면 각자의 시너지효과를 극대화할 수 있을 것이다. 독창성/가치: 기존 연구는 2000년대 중반까지 온라인과 오프라인 매장에서 직접적인 가격비교를 통해 가격우위성에 의한 소비자의 구매패턴의 변화의 연구가 대부분이었다. 그러나 본 연구는 최근 온ㆍ오프라인에서 변화하고 있는 소비행태에 대해 사례를 살펴보고, 이에 대한 온ㆍ오프라인업체들의 대응방안에 대해 논의하였다. 유통시장에서 온ㆍ오프업체들은 경쟁관계보다는 옴니채널을 이용한 상생협력관계로 발전하는 것이 새로운 가치를 창출에 기여할 수 있다는 것을 보여주고 있다. Purpose: The purposes of this paper are to contribute to providing effective measures in response to the changes of consumption pattern through the comparison of consumers’ online and offline spending habits and to seek ways for mutual cooperations between online and offline companies in the future market. Composition/Logic: This study conducted an empirical research based on a various literature reviews. Chapter 1 is the introduction of this paper. In chapter 2, it studied the literature on the online and offline consumption. In chapter 3, it examined the status and relation in showrooming and reverse showrooming. In chapter 4, it derived general implications through efficiently implemented online and offline cases. And, it discussed the Omni Channel, a new consumption pattern in the market. Lastly, chapter 5 delivers a conclusion. Findings: With the development of information and communication, consumers do not use only a single channel anymore. In the information research and purchase of consumption activities, there are showrooming and reverse showrooming patterns, taking the most advantages of the channel. Therefore, online and offline companies need to combine multiple channels organically rather than compete each other. Then, it is possible to maximize the mutual synergy effect if it would provide consistent consumption opportunities to consumers. Originality/Value: The existing studies were mostly about the changes in consumption patterns from the direct price comparison of online and offline. However, this study examined the recent cases for the change in online and offline consumption patterns. It also discussed the online and offline companies’ countermeasures for the change. In the market, it is far better to develop the win-win partnerships using Omni Channel than to compete among online and offline companies. Thus, this will contribute to creating the new values for consumption.

멀티채널 통합이 기업내 고착을 통해 프리라이딩 쇼루밍에 미치는 영향

김상현 ( Sang Hyeon Kim ),김지혜 ( Ji Hea Kim ) 한국유통경영학회(구 한국유통정보학회) 2018 유통경영학회지 Vol.21 No.5

다중채널 환경에서 소비자들의 구매 의사결정 프로세스는 더욱 복잡해졌다. 소비자들은 한 소매업체의 오프라인 채널에서 제품에 대한 정보를 얻고 제품을 평가한 후 다른 소매업체의 온라인 채널로 전환하여 구매를 하는 크로스채널 프리라이딩 쇼루밍을 한다. 소비자들의 프리라이딩 쇼루밍은 소매업체의 수익을 떨어뜨려 오프라인 소매업체들이 멀티채널 환경에서 직면한 가장 중요한 문제 중의 하나가 되었다. 본 연구는 프리라이딩 쇼루밍에 초점을 두고 기업내 고착과 기업내 고착의 선행변수를 밝히고자 한다. 연구결과 기업내 고착은 프리라이딩 쇼루밍의 중요한 결정요인 중 하나임을 밝혀냈다. 또한 본 연구에서는 멀티채널 통합, 전환장벽 그리고 고객타성이 기업내 고착의 선행변수임을 확인하였고, 이에 따른 토의와 시사점을 제시하였다. In multichannel environments, consumers' purchase decision-making processes have become more complicated. Customers engage in cross-channel free-riding showrooming when they use one retailer's offline channel to obtain information or evaluate products and then switch to another retailer's online channel to complete the purchase. Free-riding showrooming erodes profits and is its one of the most critical issues that offline retailers confront in the multichannel environments. This study focues on free-riding showrooming and tries to investigate within firm lock-in and its antedecedents. The results showed that within firm lock-in is the main determinant of free-riding showrooming. Also this study confirmed that multichannel integration, switching barrier, and customer inertia are the antecedents of within firm lock-in. Discusiion and implications are followed.

The Linkages Among Cross-channel Integration Capability, Showrooming, Webrooming, And Customer Value: An Empirical Study

NGUYEN, Phuong-Linh,PHAN, Dinh-Quyet,NGUYEN, Thi-Uyen Korea Distribution Science Association 2023 유통과학연구 Vol.21 No.1

Purpose: This study aims to investigate the linkages among cross-channel integration capability (CCI), showrooming, webrooming, and customer value of retail enterprises. From the literature review, this research proposes the research model on the direct impact of showrooming and webrooming on customer value as well as the indirect impact of cross-channel integration capability on customer value which is mediated by both showrooming and webrooming of retail enterprises. Research design, data, and methodology: By conducting a survey of 304 consumers in the five biggest retailers in Hanoi-Vietnam from mid-September 2021 to the end of November 2021, the PLS-SEM was used to test the hypotheses. Results: The research results reveal the favorable impact of (CCI) on improving showrooming and webrooming, and the important role of developing both showrooming and webrooming in bringing more value to the customer of retail enterprises. The findings also express that showrooming and webrooming acts mediating role in the favorable relationship between (CCI) and customer value of retailers. Conclusions: This research clarifies the positive impact of (CCI), showrooming, and webrooming on customer value. In addition, this study suggests practical implications for retail managers to provide more value for customers by enhancing (CCI) and developing both showrooming and webrooming.

돈에 대한 태도와 시간압박이 2-30대 소비자의 쇼루밍과 역쇼루밍 행동에 미치는 영향

곽재근(Kwak, Jae Geun),김은경(Kim, En-Kyung),박지혜(Park, Ji-Hye),이예슬(Lee, Ye-Seul),유현정(Yoo, Hyun Jung) 충북대학교 생활과학연구소 2016 생활과학연구논총 Vol.20 No.2

Multichannel choice behavior stems from the wish to make the most efficient use of limited resources, and the most important resources for consumers are money and time. It will be thus worthwhile to investigate the effects of money and time on their multichannel choice behavior. The purpose of this study was to investigate the effects of money attitude and time pressure on the multichannel choice behavior of consumers mainly in their twenties. For that purpose, the investigator conducted a survey with showrooming consumers in their twenties or thirties to understand the impacts of money attitude and time pressure on their multichannel choice behavior, commissioning Macromil Embrain, a specialized survey agency, to do the survey. The major findings were as follows: First, the study looked into the real state of showrooming and reverse-showrooming(multichannel choice behavior) consumers and found that consumers in their twenties or thirties were active with showrooming and reverse-showrooming acts with more consumers doing showrooming than reverse-showrooming. Secondly, the universal characteristics of Korean people, who are largely influenced by the viewpoints of others and work hard not to lose their face, were reflected in the money attitude of consumers. In addition, they had difficulties with active product information search due to time shortage. Finally, the study examined the effects of money and time attitude on their multichannel choice behavior and found that their multichannel choice behavior was affected by means of being recognized, means of fulfilling emotions, and stinginess and distrust in the area of money attitude and by time pressure for information search, time pressure for purchase, and overall time pressure in the area of time attitude.

옴니채널에서 쇼루밍의 결정요인 연구 : 모바일 기술과 이용자 특성을 중심으로

함주연,최수정 한국경영정보학회 2024 Information systems review Vol.26 No.1

본 연구는 온라인 쇼핑의 정보검색과 구매 편리성에도 불구하고 오프라인 매장을 방문하여 직접 제품을 확인하고 정보를 획득하는 소비자의 쇼루밍 현상을 설명하고자 한다. 구체적으로 본 연구는 소비자의 쇼루밍에 영향을 미치는 핵심변수를 모바일 기술 특성과 이용자 개인 특성의 두 차원을 중심으로 도출하여 검증한다. 모바일 기술의 이용은 쇼루밍 활동에서 중요한 부분이나 기술적 특성들이 미치는 효과는 간과되었다. 아울러 소비자 개인의 특성은 쇼루밍을 예측하는 주요변수로 오랫동안 제기되었다. 이와 더불어, 쇼루밍이 구매의도에 미치는 영향과 이러한 영향이 지각된 위험에 따라 달라지는지를 분석한다. 연구결과는 첫째, 모바일 기술 특성으로 고려한 서비스연결성과 시간편의성은 모두 쇼루밍을 증가시키는 것으로 밝혀졌다. 이용자가 언제 어디서든지 필요할 때 모바일서비스를 이용할 수 있고, 이러한 서비스 이용에 많은 시간이 소요되지 않는 경우에 쇼루밍은 증가한다. 둘째, 이용자 특성으로 고려한 터치욕구와 개인혁신성은 쇼루밍을 증가시키는 반면, 충동성은 유의하지 않은 것으로 나타났다. 물리적 매장에서 제품을 실제 확인하려는 터치욕구는 쇼루밍의 가장 기본적인 예측변수이며, 새로운 서비스를 적극적으로 이용해 보려는 개인혁신성은 쇼루밍을 촉진한다. 셋째, 소비자의 쇼루밍은 제품에 대한 구매의도를 증가시키는 핵심요인이다. 마지막으로 지각된 위험은 쇼루밍이 구매의도에 미치는 효과를 감소시키나 이의 효과는 유의하지 않았다. 본 연구는 쇼루밍을 촉진하는 주요변수를 제시하고 쇼루밍이 구매행위에 미치는 효과를 입증했다는 점에서 시사점을 제공한다. This study explains consumers' showrooming which refers to the activities of visiting offline stores to check products in person and obtaining information offline and online via mobile devices before making the final decision to buy. More specifically, this study verifies key determinants of showrooming based on two dimensions of the mobile technology and user characteristics. Furthermore, the study examines the relationship of showrooming and purchase intentions and the moderating effect of perceived risks on the relationship. The key findings are as follows: firstly, service connectivity and time convenience of the mobile technology characteristics are positively related to showroming. Secondly, as the user characteristics, need for touch and personal innovativeness increase showrooming while impulsiveness does not. Thirdly, showrooming contributes to the increase of purchase intentions. Finally, moderating effect of perceived risks has turned out to be insignificant. This study has implications by providing the understanding of key determinants of showrooming and further proving the positive relationship of showrooming and purchase intentions.