???? ? ???(Show-rooming) ????? ?? ??: ????(Migration Theory)? ???? (An Investigation into the Determination of Show-rooming: Focused on Migration Theory)

With the rapidly growing popularity of mobile devices and the development of information communication technologies, multi-channel shopping has become a common phenomenon for the customers. This empirical study investigates which factors affect customer's showing-rooming behavior intention in clothing purchase based on human migration theory and PPM(push-pull-mooring) framework which have also been applied to customer's switching behavior. The data to test the hypotheses come from an online survey of 198 respondents, analyzed using SEM model. The results confirm positive influences of pull and mooring effects and a negative influence of push effects. The authors find negative relationships between contact motivation and show-rooming behavior intention, which are positively related by customer's uncertainty avoidance. We find positive relationships between social norm of show-rooming and show- rooming behavior intention. Social norm of show-rooming are positively related by usefulness of show-rooming and economic value of show-rooming. Our findings also confirm that show-rooming lock-in is strongly associated with show-rooming behavior intention and online searching motivation and online shopping trust have positive relationship with show-rooming lock-in. These findings offer key insights and implications for both the competitive strategy choices of retailers and marketing scholars.

With the rapidly growing popularity of mobile devices and the development of information communication technologies, multi-channel shopping has become a common phenomenon for the customers. This empirical study investigates which factors affect customer's showing-rooming behavior intention in clothing purchase based on human migration theory and PPM(push-pull-mooring) framework which have also been applied to customer's switching behavior. The data to test the hypotheses come from an online survey of 198 respondents, analyzed using SEM model. The results confirm positive influences of pull and mooring effects and a negative influence of push effects. The authors find negative relationships between contact motivation and show-rooming behavior intention, which are positively related by customer's uncertainty avoidance. We find positive relationships between social norm of show-rooming and show- rooming behavior intention. Social norm of show-rooming are positively related by usefulness of show-rooming and economic value of show-rooming. Our findings also confirm that show-rooming lock-in is strongly associated with show-rooming behavior intention and online searching motivation and online shopping trust have positive relationship with show-rooming lock-in. These findings offer key insights and implications for both the competitive strategy choices of retailers and marketing scholars.