Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper to understand consumer intention showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness purchase involvement as drivers showrooming mobile dependency moderator. Data collected via survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show consciousness, involvement, hedonic motivation social influence explain moderates impact intention. Our results offer suggestions for multichannel retailers deal with visiting their stores try turn them into buyers.