The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour

Makkonen, Markus; Nyrhinen, Jussi; Frank, Lauri; Karjaluoto, Heikki

doi:10.18690/um.fov.4.2022.30

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Makkonen, M., Nyrhinen, J., Frank, L., & Karjaluoto, H. (2022). The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour . In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 479-494). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.30

Tekijät

Makkonen, Markus |

Nyrhinen, Jussi |

Frank, Lauri |

Karjaluoto, Heikki

Toimittajat

Pucihar, Andreja |

Kljajić Borštnar, Mirjana |

Bons, Roger |

Sheombar, Anand |

Ongena, Guido |

Vidmar, Doroteja

Päivämäärä

2022

Oppiaine

Digital marketing and Communication Sustainable Business Digitaalinen liiketoiminta ja talous (painoala)Markkinointi Value Creation for Cyber-Physical Systems and Services Kestävä liiketoiminta ja talous (painoala)Tietojärjestelmätiede Basic or discovery scholarship Digital marketing and Communication Sustainable Business Digital Business and Economy (focus area)Marketing Value Creation for Cyber-Physical Systems and Services Sustainable Business and Economy (focus area)Information Systems Science Basic or discovery scholarship

Tekijänoikeudet

Although showrooming behaviour is a characteristic aspect of modern omnichannel retailing, our understanding of its antecedents remains limited. In this study, we aim to address this gap in prior research by examining how showrooming behaviour is affected by three different kinds of perceived consumer capabilities: general online shopping skilfulness, mobile online shopping skilfulness, and multichannel self-efficacy. The examination is done by utilising data from 1,024 Finnish consumers, which was collected with an online survey in 2021 and is analysed with structural equation modelling (SEM). In summary, we find mobile online shopping skilfulness to have a strong positive effect on showrooming behaviour, the total effect of general online shopping skilfulness to be statistically not significant, and the effect of multichannel self-efficacy to be negative. In addition, we find several interesting gender and age differences. We conclude the paper with a detailed discussion of the find ... showmore

Julkaisija

University of Maribor

Emojulkaisun ISBN

978-961-286-616-7

Konferenssi

Bled eConference

Kuuluu julkaisuun

35th Bled eConference : Digital Restructuring and Human (Re)action

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