The Showrooming Phenomenon Based on Consumer Purchase Intent: Exploratory Factor Analysis of Influencing Factors

The showrooming phenomenon refers to consumers experiencing products offline and then choosing to purchase online, a behavior particularly prominent in the apparel industry. Despite its increasing prevalence in retail, there has been limited exploration of the factors influencing this phenomenon. This study focuses on consumer purchase intent and investigates the showrooming phenomenon in the apparel industry. We identified 44 items related to the influencing factors of the showrooming phenomenon and conducted exploratory factor analysis. Drawing on established theories, we ultimately identified five main influencing factors: price, service quality, perceived trust, perceived value, and perceived risk. The research findings indicate that from the consumers perspective, price remains the most crucial consideration, while service quality gradually assumes significant importance as a primary driver of the showrooming phenomenon. Based on these findings, corresponding strategies and recommendations are proposed.