Merchandising/Marketing/Retailing: Branding

Understanding Gen Z Consumers’ Attitudes and Intentions toward Showrooming Behavior 

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Abstract

The purpose of the study was to examine the effects of various factors on attitudes and intentions toward showrooming behavior and the effect of intentions on retailer choice among Gen Z consumers. A total of 448 college students participated in the online survey. The findings show that value consciousness is more important than price consciousness in enhancing Gen Z consumers’ attitudes, significantly influencing intentions toward showrooming behavior. Interestingly, social pressure and endorsement from friends and family have a higher impact than attitudes on intentions. The effect of intentions on the same retailer choice was more substantial than on different retailer choices. 

Keywords: showrooming, value consciousness, attitudes, subjective norms, intentions

How to Cite:

Marconi, J. & Cho, E., (2025) “Understanding Gen Z Consumers’ Attitudes and Intentions toward Showrooming Behavior ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18515