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Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

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Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model

dc.contributor.author	Chimborazo Azogue, Luis Edwin
dc.contributor.author	Frasquet, Marta
dc.contributor.author	Mollà Descals, Alejandro
dc.contributor.author	Miquel Romero, María José
dc.date.accessioned	2022-04-24T16:12:47Z
dc.date.available	2022-04-25T04:45:06Z
dc.date.issued	2021	es_ES
dc.identifier.citation	Chimborazo-Azogue L-E, Frasquet M, Molla-Descals A, Miquel-Romero M-J. Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model. Sustainability. 2021; 13(13):7288.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/82358
dc.description.abstract	Showrooming is an increasingly popular behaviour in the omnichannel era. The purpose of this paper is to understand the consumer intention to showroom through a technology acceptance and use model based on UTAUT2 that includes value consciousness and purchase involvement as drivers of showrooming intention and mobile dependency as a moderator. Data collected via a survey answered by 659 showroomers were analysed using Partial Least Squares (PLS). Results show that value consciousness, purchase involvement, hedonic motivation and social influence explain mobile showrooming intention and mobile dependency moderates the impact of value consciousness on mobile showrooming intention. Our results offer suggestions for multichannel retailers to deal with showroomers visiting their stores to try to turn them into buyers.	es_ES
dc.language.iso	en	es_ES
dc.subject	showrooming	es_ES
dc.subject	smartphone	es_ES
dc.subject	utaut2	es_ES
dc.subject	value consciousness	es_ES
dc.subject	purchase involvement	es_ES
dc.subject	mobile dependence	es_ES
dc.title	Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su13137288	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES