Abstract
Purpose
This paper aims to segment omnichannel consumers using the often overlooked yet critical factors of value consciousness, perceived personalisation and privacy and security. This paper also aims to elucidate the potential moderation influence of the consumer segments and product prices on consumers’ showrooming and webrooming behaviours.
Design/methodology/approach
Leveraging survey data from a sample of 512 omnichannel consumers in Australia, this study uses cluster analysis to identify distinct consumer segments. This study uses multigroup analysis using SmartPLS 4 to test the moderation effect of consumer segments and price.
Findings
Cluster analysis revealed two major consumer segments: one was predominantly male and the other predominantly female, displaying variations in value consciousness, personalisation preferences and privacy-security considerations. The male-dominant segment shows a heightened inclination towards webrooming, whereas the female-dominant segment consistently favours online touchpoints. In addition, consumers tend to use a single channel for cheaper products but prefer showrooming for more expensive products.
Research limitations/implications
Future studies should explore various online–offline touchpoint combinations, not just unidirectional sequences analysed in this study such as an online search followed by an offline purchase (webrooming) and an offline search followed by an online purchase (showrooming).
Practical implications
Omnichannel marketers should tailor their strategies to accommodate the demands of distinct consumer segments by integrating various touchpoints to ensure a cohesive customer experience. For the expensive product category, they should emphasise the in-store experience while highlighting the convenience and variety available through online shopping.
Originality/value
This study provides an original milestone to progress towards omnichannel consumer behaviour with a focus on the moderation impact of product price using anticipated utility theory.
This paper aims to segment omnichannel consumers using the often overlooked yet critical factors of value consciousness, perceived personalisation and privacy and security. This paper also aims to elucidate the potential moderation influence of the consumer segments and product prices on consumers’ showrooming and webrooming behaviours.
Design/methodology/approach
Leveraging survey data from a sample of 512 omnichannel consumers in Australia, this study uses cluster analysis to identify distinct consumer segments. This study uses multigroup analysis using SmartPLS 4 to test the moderation effect of consumer segments and price.
Findings
Cluster analysis revealed two major consumer segments: one was predominantly male and the other predominantly female, displaying variations in value consciousness, personalisation preferences and privacy-security considerations. The male-dominant segment shows a heightened inclination towards webrooming, whereas the female-dominant segment consistently favours online touchpoints. In addition, consumers tend to use a single channel for cheaper products but prefer showrooming for more expensive products.
Research limitations/implications
Future studies should explore various online–offline touchpoint combinations, not just unidirectional sequences analysed in this study such as an online search followed by an offline purchase (webrooming) and an offline search followed by an online purchase (showrooming).
Practical implications
Omnichannel marketers should tailor their strategies to accommodate the demands of distinct consumer segments by integrating various touchpoints to ensure a cohesive customer experience. For the expensive product category, they should emphasise the in-store experience while highlighting the convenience and variety available through online shopping.
Originality/value
This study provides an original milestone to progress towards omnichannel consumer behaviour with a focus on the moderation impact of product price using anticipated utility theory.
| Original language | English |
|---|---|
| Pages (from-to) | 1-12 |
| Number of pages | 12 |
| Journal | Journal of Consumer Marketing |
| DOIs | |
| Publication status | Published - 2025 |
