Abstract

Multi-channel shopping keeping consumers from changing retailers during the channel conversion process has become an important issue. Showrooming, one of the increasingly popular form of multi-channel behavior, brings different influences to retailers. This paper focuses on how to keep consumers loyal to retailer of showrooming behavior during the channel conversion process, and explore its influencing factors from the perspective of cognitive appraisal theory. Three hundred and ten questionnaires were collected to conduct empirical analysis by structural equation modeling (SEM). The empirical research results show that information availability, price comparison, and after sales service positively affect perceived fluency and perceived value, but interaction service has no significant effect on perceived fluency and perceived value, and that perceived value and perceived fluency further promote the appearance of showrooming behavior. The research results improve the existing showrooming research system, and provide suggestions for retailers on how to improve the channel characteristics to promote positive showrooming.

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