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What drives omnichannel shopping behaviors? Fashion lifestyle of social-local-mobile consumers

Ju-Young M. Kang (Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, Hawaii, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 3 January 2019

Issue publication date: 18 June 2019

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4497

Abstract

Purpose

The purpose of this paper is to investigate the interrelationships among fashion lifestyle of social-local-mobile (SoLoMo) consumers as individual characteristics, perceptions of the value of showrooming and webrooming and omnichannel shopping intention as choice/purchase behavior, and product review sharing intention as a post-purchase behavior.

Design/methodology/approach

Participants were 601 SoLoMo consumers who were drawn from a US consumer panel. Structural equation modeling was used to test the hypothesized model.

Findings

This study found that SoLoMo consumers’ perceptions of the value of showrooming and webrooming were antecedents of their omnichannel shopping intention, which had an influence on their intention to share product reviews. SoLoMo consumers’ brand prestige-based fashion lifestyle did not affect the perceived value of webrooming and had a negative influence on perceived value of showrooming. SoLoMo consumers’ information-based and practicality-based fashion lifestyles affected the perceived value of showrooming and webrooming. Interestingly, SoLoMo consumers’ personality-based fashion lifestyle did not have an influence on the perceived value of showrooming and webrooming.

Originality/value

This study provides the theoretical understanding of the interrelationships among SoLoMo consumers’ fashion lifestyle, perceived value, omnichannel shopping intention and product review sharing intention. This proposed model offers fashion retailers useful insights regarding the development of efficient omnichannel strategies based on SoLoMo consumers’ individual characteristics and perceptions. Finally, the results of this study engender important literature and knowledge related to omnichannel retailing and marketing.

Keywords

Citation

Kang, J.-Y.M. (2019), "What drives omnichannel shopping behaviors? Fashion lifestyle of social-local-mobile consumers", Journal of Fashion Marketing and Management, Vol. 23 No. 2, pp. 224-238. https://doi.org/10.1108/JFMM-07-2018-0088

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited