An exploration of the relationship between product selection criteria and engagement with ‘show-rooming’ and ‘web-rooming’ in the consumer’s decision-making process

Reid, Louise F. ORCID: 0000-0002-4779-4333, Ross, Heather and Vignali, Gianpaolo (2015) An exploration of the relationship between product selection criteria and engagement with ‘show-rooming’ and ‘web-rooming’ in the consumer’s decision-making process. In: 12th International CIRCLE Conference, 8th-10th April, University of Szczecin, Poland. (Unpublished)

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Technological innovations have enabled retailers to engage with consumer’s lifestyles via a range of electronic communication methods (including mobile, online and social media) and develop multiple distribution formats. As a result, cross-channel purchasing, where consumers browse in physical stores and purchase online (‘show-rooming’) or browse online and purchase in physical stores (‘web-rooming’), has emerged as a growing trend. This has occurred because one channel does not always allow a full comparative evaluation of a consumer’s garment selection criteria (for example, style, fit, price, quality), needed to form a purchase decision. However, this cross-channel process presents potential disadvantages for retailers, as consumers who switch channels may lose interest in the original offering, or be enticed by competitor alternatives, resulting in lost sales for fashion brands. A quantitative methodology was utilized to explore the consumer’s propensity to ‘show-room’ and ‘web-room’ when selecting fashion clothing and accessories. It involved determining the relationship between these activities, compared to the importance of selection criteria in the consumer’s decision-making process. This was achieved through a self-completion online questionnaire, which was available over a two-week period. A sample of 109 UK based males and females, aged between 18 and 65, was attained. The results indicated price as key factor in consumers’ propensity to engage with both ‘show-rooming’ and ‘web-rooming’ activity, as it encourages cross-channel evaluation. In contrast, garment fit, visual appearance and quality were negatively related, indicating both ‘show-rooming’ and ‘web-rooming’ activity declined as the importance of these criteria increased, and resulted in a preference to purchase from a physical channel. Furthermore, switching increased when products were unavailable, with this activity being a contingency for some consumers. The research demonstrated the need for retailers to provide an integrated and consistent cross-channel experience, to discourage consumers from switching to competitor brands and minimise the potential of lost sales.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Consumerism; Decision-Making; Show-Room; Web-Rooming; Product Selection Criteria; Information; Selling
Related records:
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Louise Reid
Date Deposited: 13 May 2019 15:06
Last Modified: 01 Aug 2021 21:46

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