Abstract:

In today's omni-channel retail environment, the way consumers buy involves a number of channel combinations. Consumers show webrooming behaviour by searching products in the online channel and purchasing them in the physical store, and showrooming by searching in the physical store and purchasing in the online channel. These two forms of shopping are common among consumers with omni-channel and understanding them is very important for retailers. The aim of this study is to determine the effects of antecedents of attitudes and intentions towards showrooming and webrooming, and to measure whether the intention towards showrooming and webrooming has an effect on omni-channel satisfaction with a research to be conducted in the apparel industry. In the study, data were collected by survey method. PLS-SEM was used to test the research hypotheses. As a result of the research, price advantage and savings, sales personnel assistance and the attitude of socialization towards showrooming; socialization, low online search costs, and accessing online reviews have been found to positively affect attitude towards webrooming. In addition, it has been determined in the study that attitudes towards showrooming and webrooming affect intentions towards showrooming and webrooming, and intention towards webrooming positively affects omni-channel satisfaction.

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