Showrooming Behavior, Omnichannel Self-Efficacy, and Perceived Channel Integration as Antecedents of Revisit Intention

Abstract

This study investigates how consumers’ omnichannel self-efficacy and showrooming behavior affect the perceived channel integration of a retailer and how perceived channel integration affects consumers’ revisit intention. In this study, showrooming behavior includes consumers first engaging with products in brick-and-mortar (B&M) stores and then searching for additional information for potential purchases online on the same or a competitive retailer’s online channels. Because competitive showrooming is common, B&M retailers have an interest in integrating their channels to offer a seamless shopping experience for showroomers to attract and retain possible customers. We hypothesize that omnichannel self-efficacy positively influences consumers’ showrooming behavior and the perceived channel integration of offline and online channels. We also hypothesize that showrooming behavior positively affects perceived channel integration and, ultimately, perceived channel integration positively affects consumers’ revisit intention. The survey data consists of 1,028 Finnish omnichannel consumers. We used partial least squares structural equation modeling to test our hypotheses, which were all supported. As a novel finding, omnichannel self-efficacy and showrooming behavior are found as antecedents of perceived channel integration. The practical implications are that B&M retailers with an omnichannel-skilled customer base should link their online channels in their B&M stores to reduce competitive showrooming.