Browse offline and buy online from the same or different fashion retailer? An application of theory of planned behaviour

This study develops a comprehensive conceptual framework to uncover the antecedents and consequences of showrooming behaviour among Gen Z consumers. Drawing on Ajzen’s [(1991). The theory of planned behaviour. Organisational Behavior and Human Decision Processes, 50(2), 179–211] theory of planned behaviour, this study investigates the cognitive and attitudinal processes that influence Gen Z consumers’ retailer selection following showrooming activities. Data were collected through an online survey completed by 362 college students in the U.S. The results reveal that value consciousness significantly influenced consumers’ attitudes toward showrooming. Attitudes and subjective norms significantly influence intentions towards showrooming behaviour. The findings highlight the substantial effect of intentions on fashion retailer choices, with a stronger effect observed for choosing the same fashion retailer instead of a different one. Accordingly, this finding suggests that showroomers can also be loyal consumers. These findings offer important implications for fashion retailers aiming to refine omnichannel strategies and optimise in-store experiences to align with the expectations of tech-savvy, experience-driven young adult consumers.