Examining the luxury consumers’ showrooming behaviour: The effect of perceived values and product involvement

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-02-05 DOI:10.1080/20932685.2023.2165130

Sheetal Jain, Amit Shankar

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引用次数: 1

Abstract

ABSTRACT Since showrooming has been a key trend among luxury consumers, this study tries to understand the major drivers behind luxury consumers’ showrooming behaviour using a moderated mediation framework. Drawing from Stimulus-Organism-Response (S-O-R) Model and Value-Based Adoption Model (VAM), this research aims to bridge this gap in the existing work. Systematic sampling method was employed for data collection from 404 luxury fashion consumers in India. AMOS 27 and Process SPSS Macro were employed to analyse the data. Findings from the analysis revealed that sales-staff assistance, evaluation convenience, deals and discount and online purchase convenience significantly influence showrooming intention. Mediating roles of in-store search value and perceived value of online shopping were confirmed in the relationship between antecedent variables and showrooming intention. Furthermore, the mediating role of in-store search value is moderated by product involvement. This is the earliest work performed to examine the influence of product involvement in consumers’ showrooming behaviour for luxury goods. This paper will assist luxury players to create appropriate marketing programmes to facilitate or counter showrooming.

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奢侈品消费者展厅行为研究:感知价值与产品参与的影响

由于“进展厅”已经成为奢侈品消费者的一个重要趋势，本研究试图使用一个有调节的中介框架来理解奢侈品消费者“进展厅”行为背后的主要驱动因素。本研究借鉴了刺激-有机体-反应(S-O-R)模型和基于价值的采用模型(VAM)，旨在弥补现有工作中的这一空白。采用系统抽样法对印度404名奢侈品时尚消费者进行数据收集。采用AMOS 27和Process SPSS Macro对数据进行分析。分析结果显示，销售人员协助、评估便利性、交易和折扣以及在线购买便利性对展厅意愿有显著影响。在前因变量与进店意向的关系中，证实了店内搜索价值和网络购物感知价值的中介作用。此外，店内搜索价值的中介作用被产品介入所调节。这是最早的研究产品参与对消费者奢侈品展示行为影响的研究。本文将帮助奢侈品玩家创建适当的营销计划，以促进或反对展示厅。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.