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Consumer showrooming: value co-destruction

Daunt, Kate and Harris, Lloyd 2017. Consumer showrooming: value co-destruction. Journal of Retailing and Consumer Services 38 , pp. 166-176. 10.1016/j.jretconser.2017.05.013

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Purpose This research employs value co-destruction as a theoretical lens to investigate the antecedents of consumer showrooming behavior. Drawing on relevant literature, a research model specifying showrooming dynamics from the consumer’s perspective is conceptualized and empirically tested. Methodology Utilizing survey data from 275 consumers, structural equation modelling is employed to assess a research model including thirteen hypotheses. Findings The study findings reveal that showrooming behavior is complex and comprises differing degrees of accumulative value co-destruction and value co-creation behavior across online and offline channels. Specifically, consumer characteristics, channel characteristics and product characteristics are shown to be associated with in-store value taking and online value co-destruction and co-creation. Originality and Value Scholarly insights into the antecedents of consumer showrooming are rare. In responding to calls for research, this paper represents the first empirical investigation of consumer showrooming behavior utilizing the lens of value co-destruction. The study adds to academic understanding of the showrooming phenomena and demonstrates that co-destructive and co-creative behaviors can occur in a simultaneous, concurrent and iterative fashion. Focusing on practice, the findings reveal opportunities for experience-led shopping environments.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HF Commerce
Uncontrolled Keywords: Consumer; Showrooming; Freeriding; Research shopper; Multi-channel shopping; Co-destruction
Publisher: Elsevier
ISSN: 0969-6989
Date of First Compliant Deposit: 5 June 2017
Date of Acceptance: 31 May 2017
Last Modified: 03 Jul 2019 10:47

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