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http://dx.doi.org/10.9723/jksiis.2020.25.3.061

A Study on the Transformation of Shopping Behavior under Multi-Channel Consumption Environment  

Kwon, Jae-Kook (동명대학교 대학원 경영학과)
Park, Byung-Kwon (동명대학교 유통경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.25, no.3, 2020 , pp. 61-82 More about this Journal
Abstract
This study was conducted to investigate the transformation of shopping behavior from showrooming to webrooming under multi-channel environment. By applying the push-pull-pooring (PPM) theory, we conceptualized the lack of utilitarian shopping value of showrooming as a push effect, the experiential shopping value of webrooming as a pull effect and the showrooming lock-in as mooring effect. Using structural equation model based on 276 sample data, we identified that the utilitarian shopping value of showrooming and the experiential shopping value of webrooming have a positive effect on the intention of webrooming, and that the showrooming mooring had a negative effect on the intention of webrooming.
Keywords
Multi channel; Showrooming; Webrooming; Push-pull-mooring (PPM) theory;
Citations & Related Records
Times Cited By KSCI : 10  (Citation Analysis)
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