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Article
Publication date: 3 August 2021

Sourabh Arora, Sangeeta Sahney and Debasis Pradhan

This purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the…

Abstract

Purpose

This purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the consumer's rationale and intent behind webrooming.

Design/methodology/approach

A survey instrument was employed to collect the data. A total of 324 usable responses were obtained, and the structural equation modelling technique was used for analysis.

Findings

The results of the study revealed that consumers utilised the information collected online to strike better deals offline. Also, webrooming not only stimulated smart shopper feelings amongst shoppers but also assisted them in avoiding certain risks associated with shopping online. Besides, support was also garnered for informative and possession benefits linked with webrooming. The findings demonstrated the positive impact of attitude, anticipated emotions and perceived behavioural control on desire, which in turn positively determined the intentions. Significant mediation impact was also observed between attitude and intentions via desire. However, past behaviour was evidenced to impact only intentions. Surprisingly, descriptive norms emerged as a stronger predictor of consumers' desire as opposed to subjective norms, which was found to be insignificant.

Research limitations/implications

Information search and switching costs associated with webrooming have not been considered in this study. A larger sample size would help draw broader generalisations.

Practical implications

While online retailers can utilise the findings of the study to convert webrooming shoppers into buyers, alternatively, offline stores can use the key insights to retain webroomers. Additionally, educators can use the findings of the study to teach the students about the changing retailing dynamics.

Originality/value

The present study emerges as the first one to incorporate cognitive, affective and habitual factors collectively for a better understanding of the webrooming phenomenon.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 19 March 2019

Sourabh Arora and Sangeeta Sahney

The purpose of this paper is to employ an integrated technology acceptance model–theory of planned behavior framework intertwined with online risk, e-distrust and product…

1563

Abstract

Purpose

The purpose of this paper is to employ an integrated technology acceptance model–theory of planned behavior framework intertwined with online risk, e-distrust and product involvement to augment an understanding on consumers’ webrooming behavior.

Design/methodology/approach

A mix of convenience and selective sampling was used for data collection. A total of 14 propositions were put forth, which were tested using the structural equation modeling method.

Findings

The results of the study revealed that apart from perceived ease of searching online and overall usefulness of the webrooming sequence, perceived search benefits online and purchase benefits offline significantly determined consumers’ webrooming behavior. The results of the study also indicate that webrooming helps consumers avoid the feeling of post-purchase regret of making sub-optimal product choices offline. Online risk perceptions and e-distrust also play a notable role in inhibiting consumers’ from making online purchases, and as a consequence encourage webrooming behavior. The moderating influence of product involvement was observed between consumers’ intentions toward webrooming and webrooming behavior.

Research limitations/implications

The research conducted provides rich insights into understanding the rising webrooming phenomenon. However, more exhaustive studies are needed to arrive at definitive findings concerning the webrooming phenomenon.

Practical implications

The findings of the study can be utilized by the online retailers for formulating strategies to counter webrooming behavior.

Originality/value

The paper is amongst the first few studies which contribute toward enhancing the understanding on webrooming behavior, an emerging issue in the current retailing environment.

Details

Marketing Intelligence & Planning, vol. 37 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 7 July 2020

Sourabh Arora, Rashmi Ranjan Parida and Sangeeta Sahney

The present piece of research aims at enhancing our understanding of situational and intentional showrooming behaviour. The study further tests and validates a model based…

2066

Abstract

Purpose

The present piece of research aims at enhancing our understanding of situational and intentional showrooming behaviour. The study further tests and validates a model based on the stimulus–organism–response framework to draw richer insights.

Design/methodology/approach

The study adopts a two-phased approach to discover the consumers' rationale behind showrooming. In the first phase, a narrative-based examination followed by an inductive thematic analysis was employed. In the second phase, the stimulus–organism–response model was validated through structural equation modelling method.

Findings

The results of the study highlighted the factors that contribute to intentional and situational showrooming behaviour. Results show that consumers also showroom on account of situational circumstances such as assortment issues, poor sales-staff assistance and long payment queues at offline stores. However, intentional showroomers are primarily driven by perceived showrooming value which emerges as a combination of in-store search value and online purchase value. Past showrooming experience also plays a role in stimulating consumers to showroom. The results also revealed the moderating impact of product involvement and perceived product type, barring time pressure. The impact of showrooming self-efficacy was also observed.

Research limitations/implications

The study majorly validates the factors stimulating intentional showrooming conduct intertwined with product-related factors, time pressure and showrooming self-efficacy. Hence, the future scope of the study lies in quantitatively validating the findings concerning situational showroomers as this would help draw richer insights.

Practical implications

The findings of the study can be utilized by both offline and online retailers for managing showroomers.

Originality/value

The study offers rich insights on showrooming which has been identified as a major challenge being faced by offline retailers nowadays.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 26 September 2022

S.M. Aparna and Sangeeta Sahney

Amidst the concerns surrounding knowledge sharing, especially in academia, the study attempts to understand its impact on Research output. To deepen our understanding, the…

Abstract

Purpose

Amidst the concerns surrounding knowledge sharing, especially in academia, the study attempts to understand its impact on Research output. To deepen our understanding, the study considered the differing impact of age on knowledge sharing and research output through the lens of Continuity Theory and Socioemotional Selectivity Theory.

Design/methodology/approach

Data were collected from 385 faculties working in higher education institutions in India. The study uses Hierarchical regression analysis in SPSS 22.0 to test the hypotheses proposed.

Findings

A three-way interaction analysis of 385 faculties confirmed our presumption that the effect of knowledge sharing on research output was different for the two-age groups. Surprisingly, the positive effect of knowledge sharing on research output was stronger in older faculties than younger ones. However, technology usage and its effect on research output, declined with age.

Research limitations/implications

Findings gave interesting insights which contradict our earlier notions of increasing age and suggest that instead of blaming increasing age alone for the reduced output, attention must be paid towards other hidden influencing factors.

Originality/value

The study is the first of its kind that investigates the effectiveness of knowledge sharing in academia and the impact of age on the underlying phenomenon. This study makes a novel attempt to deepen our understanding of the impact of age on research output.

Details

International Journal of Educational Management, vol. 36 no. 7
Type: Research Article
ISSN: 0951-354X

Keywords

Article
Publication date: 15 September 2022

S.M. Aparna and Sangeeta Sahney

The paper aims to highlight the understated role of creativity in R&D organizations by exploring the effect of creativity-oriented high-performance work practices (CHPWPs…

Abstract

Purpose

The paper aims to highlight the understated role of creativity in R&D organizations by exploring the effect of creativity-oriented high-performance work practices (CHPWPs) on resilience. The moderator effect of role clarity (RC) on the association between CHPWPs and resilience is examined.

Design/methodology/approach

The study proposes a simple moderation model to understand the relationship, and specifically hierarchical regression analysis (SPSS 22.0) and SPSS PROCESS Macro has been used to test the hypotheses.

Findings

Findings revealed that the implementation of CHPWPs would significantly improve resilience. The benefits of CHPWPs on resilience get compromised as the organizations lay stress on higher levels of RC.

Practical implications

Indian R&D organizations must emphasize upon enhancing resilience through a set of CHPWPs. Rather than laying greater stress on RC, these organizations should build a creative climate characterized by experimentation, freedom and a free flow of ideas.

Originality/value

The current study makes a valuable contribution by highlighting the importance of creativity and resilience in organizations. Although conceptual studies highlight the importance of creativity in R&D organizations, this has been was greatly neglected. The current study adds value to the existing literature by deepening the authors’ understanding of the role of CHPWPs in enhancing resilience, the latter being a subject of huge focus of organizations during the pandemic.

Details

Journal of Organizational Change Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0953-4814

Keywords

Article
Publication date: 11 April 2022

Sourabh Arora, Sangeeta Sahney and Rashmi Ranjan Parida

The paper investigates shoppers' justification behind the showrooming behaviour and proposes an integrated SOR-MOA framework and a SAP-LAP model for a better understanding…

Abstract

Purpose

The paper investigates shoppers' justification behind the showrooming behaviour and proposes an integrated SOR-MOA framework and a SAP-LAP model for a better understanding of the showrooming phenomenon.

Design/methodology/approach

The study adopts a qualitative approach. A narrative-based examination followed by an inductive thematic analysis was employed to discover consumers' reasoning behind showrooming.

Findings

The results of the study affirmed the distinction between situational and intentional showrooming conduct. Situational factors have been classified across two categories: store-related (mismanagement at the store, assortment issues) and sales-personal related factors (disrespectful, rude, poor response and dishonest behaviour of the sales staff). However, factors corresponding to intentional showrooming conduct have been characterized as motivational (perceived value, past experience and perceived relative advantage), opportunity (retailer's support and services, channel availability and consumer empowerment) and ability (consumer skills)-related factors in aggregation with the stimulus organism response ideology. In addition, the study also highlights the consequences associated with the showrooming conduct of the shoppers.

Research limitations/implications

The findings of the study need further exploration and examination through the adoption of a quantitative approach on a large sample size.

Practical implications

The findings of the study can be utilized by offline retailers for devising strategies to counter showrooming customers and retain them as buyers.

Originality/value

The study emerges as the first piece of research to account for the ability and opportunity perspectives for better understanding of showrooming.

Details

International Journal of Retail & Distribution Management, vol. 50 no. 3
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 3 January 2017

Rashmi Ranjan Parida and Sangeeta Sahney

The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact…

947

Abstract

Purpose

The purpose of the study is to develop a scale to identify and measure cultural factors and brand loyalty among rural consumers. The study also seeks to analyze the impact of identified cultural factors on the overall brand loyalty of rural consumers.

Design/methodology/approach

A questionnaire was developed to measure cultural factors and brand loyalty of rural consumers. Exploratory factor analysis was carried out to identify cultural factors, and a regression analysis was carried out to study the impact of the identified factors on brand loyalty.

Findings

Four dimensions of culture were identified from the study, i.e. virtuousness, religion, sociability and ethnocentrism. The analysis reveals that virtuousness is the most influencing factor on brand loyalty of rural consumers, followed by sociability and religion. Ethnocentrism was found to have insignificant influence on brand loyalty.

Research limitations/implications

The Indian rural market is a market of opportunity and unlimited business potential. An understanding of the cultural factors of rural markets and their influence on brand loyalty would help marketers and business organizations build an appropriate market strategy to explore benefits.

Originality/value

The paper attempts to explore the influence of certain cultural factors on the brand loyalty of Indian rural consumers, which has not been researched extensively. This provides a good insight for all marketers who want to succeed in this market.

Details

Journal of Asia Business Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 9 April 2018

Rashmi Ranjan Parida and Sangeeta Sahney

The purpose of this paper is to draw qualitative insights about Indian rural markets and marketing. First, the key aspirations of the rural customers are listed; then the…

1104

Abstract

Purpose

The purpose of this paper is to draw qualitative insights about Indian rural markets and marketing. First, the key aspirations of the rural customers are listed; then the paper explores an understanding about this potential market among marketing professionals; and finally, issues and concerns of customers in the Indian rural market are discussed.

Design/methodology/approach

In order to achieve the objectives, qualitative methodologies were used. An interview approach was adopted to identify the aspirations of rural customers. To draw insights into the perspectives of marketing professionals, focus group discussions (FGDs) and open online responses along with content analysis were used. FGDs were conducted to obtain insights pertaining to issues and concern from rural customers.

Findings

The paper enlists and ranks the key aspirations of Indian rural customers; a well-furnished concrete house tops the list followed by acquisition of land and property. The marketing professionals discuss their understanding of rural markets from the perspective of brand consciousness to the wave of changes they see. The rural customers speak about how children are new opinion leaders to the cultural threat they perceive.

Research limitations/implications

The Indian rural market, where roughly 12 percent of the global population resides, provides umpteen business opportunities. An understanding of the rural market would help marketers and business organizations build appropriate market strategies to tap the market.

Originality/value

The paper attempts to explore an understanding on the Indian rural market, which has not been researched extensively. The research frame work is holistic and involves the views and perspectives of key stakeholders.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 24 November 2021

Vartika Dutta and Sangeeta Sahney

We study the role of school climate, and teacher task, and citizenship performance in mediating the effects of principal instructional leadership behavior on student achievement.

Abstract

Purpose

We study the role of school climate, and teacher task, and citizenship performance in mediating the effects of principal instructional leadership behavior on student achievement.

Design/methodology/approach

Structural equation modeling was applied to data obtained from 302 Indian secondary schools to test a mediated-effects model.

Findings

School climate was examined under two broad dimensions, the social and affective and the physical environment. Results of mediation analysis showed that the benefits of principal instructional leadership for student achievement are operationalized as an indirect effect. This indirect effect is realized primarily through the physical environment, and the in-role task performance of teachers. No significant contribution to the indirect effect through the social and affective environment was found. The latter, nonetheless, fully mediated the relationship between the instructional leadership and extra-role or citizenship behavior of teachers. These findings underscore the different and distinct mediating roles played by the social and affective, and physical dimensions of the school climate in our model.

Originality/value

To the best of our knowledge, the reported associations between principal instructional leadership, school climate and student achievement that take into account both the in-role and extra-role job performance of teachers within the purview of a single framework are new. Also, this is the first study exploring these relations in an Indian context.

Details

Journal of Educational Administration, vol. 60 no. 2
Type: Research Article
ISSN: 0957-8234

Keywords

Abstract

Subject area

Marketing, retail.

Study level/applicability

The case study is specific to the marketing demographics of Indian shoppers with respect to organized retail stores, and therefore, the inter-relationships between various design elements and the relative importance of certain parameters discussed in the text may not follow the same pattern elsewhere in the world.

Case overview

The case emulates the real-life situation of an organized retail store, Super Mart, to understand the inculcation of voice of the customer in the design of organized retail stores in India. It gives insights about factors which influence the shopping intent of customers while giving information about the inter-relationships among various design characteristics. It also gives an idea about inter-dependence between design characteristics and customer requirements. This is followed by certain questions, the responses to which can be interpreted from the text and the data provided therein.

Expected learning outcomes

The case aims to educate its audience about the following aspects of organized retail business: factors influencing offline shopping intent of customers; relative order of importance of customer requirements with respect to organized retail stores; inter-relationships between various design elements; and future trends in the organized retail space. Such a knowledge would help hone the skills of the next generation of business leaders in the retail space.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Details

Emerald Emerging Markets Case Studies, vol. 5 no. 6
Type: Case Study
ISSN: 2045-0621

Keywords

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