The fashion retailer's opportunity: effect of deal-seeking behavior on mobile shopping intention of showroomers

Purpose
This study aims to examine the positive impact of showrooming on the fashion retail business by examining the interrelationship between deal-seeking on mobile devices and digital coupon redemption intention on mobile shopping intention.

Design/methodology/approach
Purposive sampling was used to obtain data from 496 fashion apparel customers using the database of an online survey collection platform. Stimulus organism response (S-O-R) theory was used to examine the influence of showrooming on showroomers' mobile shopping intentions.

Findings
The findings suggest price consciousness is negatively related to showrooming and product involvement is positively related. In addition, showrooming affects the intention to redeem digital coupons and mobile deal-seeking. The intention to redeem digital coupons boosted mobile deal-seeking behavior. The impact of mobile deal-seeking on showroomers' mobile purchase intention is significant.

Research limitations/implications
This research focused on fashion product consumers and generalization of the findings may be limited. The literature on positive effect of showrooming phenomenon on brick-and-mortar stores are scarce further extensive research may provide substantial generalization.

Practical implications
This demonstrates how showroomers may be successfully enticed to make purchases on the Brick-and-Mortar (B&M) store's online channel.

Originality/value
This study provides insights on navigating the showroomers into online channel customers