Exploring the Influence of Product-Related Factors on Showrooming Intention in the Consumer Electronics Market

Abstract

The digital era has altered consumer behaviour, particularly in retail, where showrooming has become increasingly prevalent. Showrooming involves inspecting products in physical stores before purchasing them online, driven by the integration of digital technologies that enable consumers to access extensive information and compare prices easily. While prior research has focused on how retailer, channel, and consumer characteristics influence showrooming behaviour, there is limited understanding of how product-related factors impact showrooming, especially in the consumer electronics market. Thus, the primary objective of this study is to understand how product-related factors influence showrooming intentions. The conceptual model of this study is based on the Technology Acceptance Model, with perceived usefulness and ease of showrooming as acceptance criteria.

An online survey was sent to 20,221 consumers in Germany from a consumer electronics brand's database. The questionnaire was also shared on the researcher’s social media channels. Structural Equation Modelling was employed to validate the hypothesised relationships.

The analysis (n = 413) revealed that product-related factors such as the need for touch, perceived product price, and perceived product size influence showrooming intentions. Each factor uniquely influences showrooming intentions. For instance, perceived product size impacts showrooming intention indirectly through perceived usefulness as a mediator. Price considerations directly motivate showrooming behaviour due to the perceived financial benefits of online purchases after satisfying the desire to investigate the product in-store. Additionally, product-related factors were found to be stronger predictors of perceived usefulness of showrooming than perceived ease. From a practical standpoint, the study suggests that retailers can optimise customer journeys by providing shopping experiences based on product categories that encourage consumers to complete their purchases with the same retailer, either online or in-store.

Date of Award	27 Mar 2025
Original language	English
Awarding Institution	Northumbria University
Supervisor	Elmira Djafarova (Supervisor) & Kimberley Hardcastle (Supervisor)