Social-Local-Mobile Consumers' Fashion Lifestyle and Omnichannel Shopping

Date
2017-01-01
Authors
Kang, Ju-Young
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The purpose of this study was to examine (1) whether aspects of SoLoMo consumers' fashion lifestyle including (a) personality, (b) information, (c) brand prestige, and (d) practicality were related to perceived values of showrooming and webrooming, (2) whether perceived values of showrooming and webrooming were related to omnichannel shopping intention, and (3) whether omnichannel shopping intention was related to product review sharing intention. SoLoMo consumers (n = 601) from a U.S. consumer panel completed an online self-administered survey. Structural equation modeling was used for data analysis. This study identified that SoLoMo consumers' perceived values of showrooming and webrooming were determinants of their omnichannel shopping intention, which affected their product review sharing intention. In terms of the SoLoMo consumers' fashion lifestyle, information and practicality were positively related to perceived value of showrooming. However, brand prestige was negatively related to perceived value of showrooming. In addition, information and practicality were positively related to perceived value of webrooming.

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