The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour

Authors

Markus Makkonen, University of Jyvaskyla, Faculty of Information Technology, Jyvaskyla, FinlandFollow
Jussi Nyrhinen, University of Jyvaskyla, Faculty of Humanities and Social Sciences, Jyvaskyla, FinlandFollow
Lauri Frank, University of Jyvaskyla, Faculty of Information Technology, Jyvaskyla, FinlandFollow
Heikki Karjaluoto, University of Jyvaskyla, School of Business and Economics, Jyvaskyla, FinlandFollow

Abstract

Although showrooming behaviour is a characteristic aspect of modern omnichannel retailing, our understanding of its antecedents remains limited. In this study, we aim to address this gap in prior research by examining how showrooming behaviour is affected by three different kinds of perceived consumer capabilities: general online shopping skilfulness, mobile online shopping skilfulness, and multichannel self-efficacy. The examination is done by utilising data from 1,024 Finnish consumers, which was collected with an online survey in 2021 and is analysed with structural equation modelling (SEM). In summary, we find mobile online shopping skilfulness to have a strong positive effect on showrooming behaviour, the total effect of general online shopping skilfulness to be statistically not significant, and the effect of multichannel self-efficacy to be negative. In addition, we find several interesting gender and age differences. We conclude the paper with a detailed discussion of the findings from both theoretical and practical perspectives.

Recommended Citation

Makkonen, Markus; Nyrhinen, Jussi; Frank, Lauri; and Karjaluoto, Heikki, "The Effects of General and Mobile Online Shopping Skilfulness and Multichannel Self-Efficacy on Consumer Showrooming Behaviour" (2022). Bled 2022 Proceedings. 10.
https://aisel.aisnet.org/bled2022/10