From offline search to online purchase: exploring the moderated mediation model of showrooming intention in home furnishings sector

Purpose Grounded on the concept of mental accounting theory, the purpose of this study aims to investigate why certain individuals opt to visit a brick-and-mortar store before making an online purchase, particularly in the context of home furnishings items. Design/methodology/approach The researchers used purposive sampling method to gather data. Data collected from 254 customers who engaged in showrooming previously were analyzed within the proposed framework by using partial least squares structural equation modeling (PLS-SEM). Findings The results showed that both ‘perceived search benefits offline and purchase benefits online’ positively affected attitude toward showrooming and showrooming intention. Attitude toward showrooming was found to mediate the relationship between ‘perceived search benefits offline, purchase benefits online and consumers’ intention to showrooming’. Additionally, moderating effect of past experience was also found between attitude toward showrooming and showrooming intention. Originality/value The study offers novel contribution on showrooming by examining the role of attitude toward showrooming as a mediator between relative offline search benefits and online purchase benefits. Additionally, the authors firstly initiate to investigate the moderating impact of past experience on the relationship between attitude and showrooming intention within the context of home furnishings.