The aim of this research was to exa

The aim of this research was to examine the antecedents of showrooming. In doing so, the study contributes both conceptually and empirically through the development of a model of the antecedents of showrooming and its subsequent empirical assessment. A critical synthesis of existing research leads to a hypothesized research model of eleven drivers of in-store → online showrooming, as well as in-store value taking and online value co-destruction/co-creation. The testing of this model reveals very strong support for the hypotheses in that not only does each of the eleven drivers of showrooming directly associate, but also shopping enjoyment moderates the strong relationship between in-store value taking and online co-destruction/co-creation. Specifically, our findings show that product characteristics, consumer characteristics and channel characteristics statistically associate with instore-value taking and online value co-destruction and co-creation.

結果 (繁體中文) 2:

本研究的目的是研究展示室的前身。在此過程中，該研究在概念上和實證上都做出了貢獻，即通過開發展示前模型和隨後的實證評估。對現有研究的關鍵綜合，可以假設11個店內和線上展示廳的驅動因素，以及店內價值取向和線上價值共同銷毀/共同創造。這種模式的測試揭示了對假設的非常強烈的支援，因為展廳的11個驅動因素中的每一個都直接關聯，而且購物享受也緩和了店內價值獲取和線上之間的牢固關係。共同銷毀/共同創造。具體來說，我們的發現表明，產品特徵、消費者特徵和管道特徵在統計學上與店內價值獲取和線上價值共同破壞和共同創造有關。

結果 (繁體中文) 3:

這項研究的目的是檢驗陳列室的前因。在這樣做的過程中，本研究通過建立一個展示前因模型及其隨後的實證評估，在概念上和經驗上都做出了貢獻。對現有研究的批判性綜合導致了一個假設的研究模型，該模型包括店內→線上展示、店內價值獲取和線上價值共破壞/共創造的11個驅動因素。這一模型的測試顯示，這一假設得到了非常有力的支持，因為不僅展示廳的11個驅動因素中的每一個都直接相關，而且購物享受也緩和了店內價值獲取與線上協同破壞/協同創造之間的緊密關係。具體地說，我們的研究結果表明，產品特徵、消費者特徵和通路特徵在統計學上與店內價值獲取、線上價值協同破壞和協同創造有關。