Shifting paradigms in home furnishings: decoding showrooming behavior through the lens of theory of planned behavior

Purpose The purpose of this study is to examine how behavioral interventions affect the intention to showroom and the creation of user-generated content (UGC) via the lens of theory of planned behavior (TPB). Design/methodology/approach Purposive sampling strategy is employed to gather data. Four hypotheses derived from the proposed framework are investigated by using partial least squares structural equation modelling (PLS-SEM). Findings All behavioral intervention factors positively influence showrooming intention. In addition showrooming intention is found to have a positive influence on UGC creation. Research limitations/implications Since all participants of the sample had previously engaged in showrooming, the results concerning attitude and intentions towards showrooming may have been influenced by this. Future studies should account for participants’ prior experience and employ larger sample sizes to validate the findings. Originality/value Our research adds a new perspective in the field of showrooming by testing the TPB in the home furnishings industry. By integrating the TPB, this research makes a novel attempt to incorporate behavioral intervention in the context of showrooming. The findings contribute to the comprehension of showrooming behavior and offer implications for home furnishings companies to develop strategies to tackle showrooming.