A research on showrooming behavior in the context of value co-creation and value co-destruction

Consumers have begun to take advantage of information asymmetry with the diversification of access channels to information in recent years. Using these advantages for their own benefit maximization, consumers are cross-assessing their retail channels. This allows consumers to obtain products and services under the most favorable conditions. The behavior of researching instore and purchasing online, which is called showrooming, is one of the most important issues that need retail businesses' consideration. The aim of this study is to reveal the factors related to consumer and channel characteristics that affect the showrooming behavior in the context of instore value taking and the co-creation and co-destruction of the value, and comparing the effects of the factors causing this behavior. In line with this purpose, the concepts that are predicted to be antecedents to this behavior have been determined by considering previous studies. A survey consisted of 40 statements on the basis of the dimensions that are instore shopping savviness, online shopping savviness, trust in-store staff, perceived instore value, perceived online store value, instore value taking and co-creation and co-destruction of the value was implemented. Research data were obtained through printed and online forms from consumers over the age of 18 who stated that they shop online. A population that is close to the distribution of internet usage by age was reached via convenience sampling method and 989 surveys were collected in total. The data were analyzed using explanatory and confirmatory factor analysis and structural equation model. With the study, it was seen that in-store shopping savviness and perceived instore value have a significant effect on the instore value taking. It was also revealed that trust in-store staff, perceived online store value and instore value taking dimensions have a significant effect on co-creation and co-destruction of value dimensions.