The impact of channel integration on consumers’ channel preferences: do showrooming and webrooming behaviors matter?

Muhammad Awais Shakir, Jing Zhu, Muhammad Shakaib Akram, Mahmud Akhter Shareef, Aneela Malik, Zeeshan Bhatti

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    Abstract

    This study investigates the relationships among channel integration and consumers’ online and offline patronage intentions. The theoretical framework proposes perceived empowerment, perceived assortment, and perceived benefits as mediating variables in the channel integration–patronage intention relationship, with consumer showrooming and webrooming behaviors as moderating variables. Data was collected by means of two studies; that is, for search and for experience products, respectively. The proposed conceptual model was tested by employing variance-based structural equation modeling. The results of both studies confirm that channel integration significantly affects consumers’ channel preferences. The mediating roles of empowerment, assortment, and benefits were confirmed for all of the relationships except for the mediating effect of empowerment on the relationship between channel integration and offline patronage intention. Further, showrooming and webrooming moderated the positive impact of channel integration on online/offline patronage intentions. The study contributes to the multi-channel retailing literature by providing useful implications for academicians and practitioners.
    Original languageEnglish
    Article number102130
    JournalJournal of Retailing and Consumer Services
    Early online date23 Apr 2020
    DOIs
    Publication statusEarly online - 23 Apr 2020

    Keywords

    • Channel integration
    • empowerment
    • assortment
    • benefits
    • showrooming
    • webrooming
    • patronage intentions

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