Omnicanalidad y Comportamiento Showrooming: Un modelo explicativo de la intención de compra en consumidores ecuatorianos
Resumen
La omnicanalidad redefine la experiencia de compra en el comercio minorista, integrando canales físicos y digitales para optimizar la intención de compra en el showrooming. En este contexto, se examina la relación entre la calidad del vendedor, el valor percibido del showrooming, la conciencia de precios y la integración offline-online, fundamentándose en los modelos UTAUT, UTAUT2 y TPB. Mediante un análisis PLS-SEM aplicado a consumidores ecuatorianos, los resultados evidencian que la actitud del comprador es el principal determinante en la intención de compra omnicanal. No obstante, la integración de canales y la calidad del vendedor no muestran efectos significativos, desafiando teorías previas sobre la influencia de estos factores en la decisión de compra. Esta investigación aporta una perspectiva clave sobre el comportamiento del consumidor en mercados emergentes, proporcionando bases estratégicas para el desarrollo de experiencias de compra personalizadas. Se recomienda ampliar el estudio a otros sectores y explorar el impacto de experiencia del cliente omnicanal en futuras investigaciones.
Descargas
Citas
Abel Delgado. (2023). Americas Market Intelligence. Consumer and Retail, Ecommerce. https://americasmi.com/insights/tendencias-comercio-electronico-compradores-en-linea-america-latina/
Agudo Peregrina, À. F. (2014). Análisis de los Factores de Adopción de Comercio Electrónico en segmentos de Consumidores Finales. Aplicación al caso Español. https://oa.upm.es/29489/1/ANGEL_FRANCISCO_AGUDO_PEREGRINA.pdf
Ajzen, I. (1991). The Theory of Planned Behavior. https://doi.org/10.1016/0749-5978(91)90020-t
Arora, S., & Sahney, S. (2018a). Antecedents to consumers’ showrooming behaviour: an integrated TAM-TPB framework. Journal of Consumer Marketing, 35(4), 438–450. https://doi.org/10.1108/JCM-07-2016-1885
Arora, S., & Sahney, S. (2018b). Consumer’s webrooming conduct: an explanation using the theory of planned behavior. Asia Pacific Journal of Marketing and Logistics, 30(4), 1040–1063. https://doi.org/10.1108/APJML-08-2017-0185
Arora, S., & Sahney, S. (2019). Examining consumers’ webrooming behavior: an integrated approach. Marketing Intelligence and Planning, 37(3), 339–354. https://doi.org/10.1108/MIP-05-2018-0152
Arora, S., Singha, K., & Sahney, S. (2017a). Understanding consumer’s showrooming behaviour: Extending the theory of planned behaviour. Asia Pacific Journal of Marketing and Logistics, 29(2), 409–431. https://doi.org/10.1108/APJML-06-2016-0111
Arora, S., Singha, K., & Sahney, S. (2017b). Understanding consumer’s showrooming behaviour: Extending the theory of planned behaviour. Asia Pacific Journal of Marketing and Logistics, 29(2), 409–431. https://doi.org/10.1108/APJML-06-2016-0111
Barón López, E. Y. (2024). Omnichannel: the consistency in the integration of channels of a retail brand. Contaduria y Administracion, 69(2), 1–20. https://doi.org/10.22201/fca.24488410e.2024.5198
Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. In Journal of Service Research (Vol. 7, Issue 4, pp. 313–327). https://doi.org/10.1177/1094670504273964
Burns, D. J., Gupta, P. B., Bihn, H. C., & Hutchins, J. (2018). Showrooming: an Exploratory Empirical Investigation of Students’ Attitudes and Behavior. Information Systems Management, 35(4), 294–307. https://doi.org/10.1080/10580530.2018.1503802
Catherine Marconi, J. (2024). Understanding Young Adult Consumers’ Attitudes and Intentions towards Showrooming Behavior. https://scholarworks.uark.edu/etd/5369
Chaparro Pinzón, C. R. (2022). Factores determinantes para la intención de compras en línea para los consumidores boyacenses.
Chatterjee, S., Chaudhuri, R., & Vrontis, D. (2021). Examining the global retail apocalypse during the COVID-19 pandemic using strategic omnichannel management: A consumers’ data privacy and data security perspective. Journal of Strategic Marketing, 29(7), 617–632.
Cheah, J. H., Lim, X. J., Ting, H., Liu, Y., & Quach, S. (2020). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services.
Cheah, J. H., Lim, X. J., Ting, H., Liu, Y., & Quach, S. (2022). Are privacy concerns still relevant? Revisiting consumer behaviour in omnichannel retailing. Journal of Retailing and Consumer Services, 65, 102242.
Chen, C. M., Lee, H. M., & Chen, Y. H. (2005). Personalized e-learning system using Item Response Theory. Computers and Education, 44(3), 237–255. https://doi.org/10.1016/j.compedu.2004.01.006
Chimborazo-Azogue, L. E., Alejandro Mollá-Descals, Maria-Jose Miquel-Romero, & Marta Frasquet. (2022). Mobile dependency and uncertainty reduction: influence on showrooming behaviours and user-generated content creation. 50.
Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. In Modern Methods for Business Research (pp. 295–336). Hillsdale: Lawrence Erlbaum Associates.
Chokkannan, P., Bhavani Shankar, & Murugan Pattusamy. (2022). The fashion retailer’s opportunity: Effect of deal-seeking behavior on mobile shopping intention of showroomers. 35.
Chopra, S. (2016). How omni-channel can be the future of retailing. Decisión, 43(2), 135–144.
D’Angelo, N. (2023). “What is showrooming vs webrooming?”,.
Delasay, M., Jain, A., & Kumar, S. (2021). Impacts of the COVID-19 pandemic on grocery retail operations: An analytical model. SSRN Electronic Journal, 31(5), 2237–2255.
Fassnacht, M., Beatty, S. E., & Szajna, M. (2019). Combating the negative effects of showrooming: Successful salesperson tactics for converting showroomers into buyers. Journal of Business Research, 102, 131–139. https://doi.org/10.1016/j.jbusres.2019.05.020
Fiestas, J. C., & Tuzovic, S. (2021). Mobile-assisted showroomers: Understanding their purchase journey and personalities. Journal of Retailing and Consumer Services, 58, 102280. https://doi.org/10.1016/J.JRETCONSER.2020.102280
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Reading, MA: Addison-Wesley .
Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101923
Frasquet, M., & Miquel-Romero, M. J. (2021). Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework. Journal of Retailing and Consumer Services, 62. https://doi.org/10.1016/j.jretconser.2021.102639
Gensler, S., Neslin, S. A., & Verhoef, P. C. (2017). The Showrooming Phenomenon: It’s More than Just About Price. Journal of Interactive Marketing, 38, 29–43. https://doi.org/10.1016/j.intmar.2017.01.003
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Heijden, H. Van der, & Verhagen, T. (2004). Online store image: Conceptual foundations and empirical measurement. Information and Management, 41(5), 609–617. https://doi.org/10.1016/j.im.2003.07.001
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Iglesias-Pradas, S., Acquila-Natale, E., & Del-Río-Carazo, L. (2022). Omnichannel retailing: a tale of three sectors. Economic Research-Ekonomska Istrazivanja , 35(1), 3305–3336. https://doi.org/10.1080/1331677X.2021.1991825
Jayasingh, S., Girija, T., & Arunkumar, S. (2022a). Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability (Switzerland), 14(21). https://doi.org/10.3390/su142114109
Jayasingh, S., Girija, T., & Arunkumar, S. (2022b). Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability (Switzerland), 14(21). https://doi.org/10.3390/su142114109
Juaneda-Ayensa, E., Mosquera, A., & Murillo, Y. S. (2016). Omnichannel customer behavior: Key drivers of technology acceptance and use and their effects on purchase intention. Frontiers in Psychology, 7(JUL). https://doi.org/10.3389/fpsyg.2016.01117
Ju-Young M, K. (2019). What drives omnichannel shopping behaviors?: Fashion lifestyle of social-local-mobile consumers. Journal of Fashion Marketing and Management, 23(2), 224–238. https://doi.org/10.1108/JFMM-07-2018-0088
Keshari, N., Seth, T., Chowdhury, S., Nath Jha, S., & Nath Jha Professor, S. (2024). DO PERCEIVED VALUE OF WEBROOMING AND SHOWROOMING ACT AS AN ANTECEDENT OF OMNICHANNEL RETAILING? A MODERATING IMPACT OF PERCEIVED RISK ON SHOPPING INTENTION. https://www.researchgate.net/publication/382721027
Kim, B., & Park, M. J. (2019). An examination of the effect of consumer personal traits on show rooming behavior: The effect of product type. Journal of Internet Commerce, 18(1), 24–44. https://doi.org/10.1080/15332861.2018.1547569
Kucuk, S. U., & Maddux, R. C. (2010). The role of the Internet on free-riding: An exploratory study of the wallpaper industry. Journal of Retailing and Consumer Services, 17(4), 313–320. https://doi.org/10.1016/j.jretconser.2010.03.003
Lazaris, C., & Vrechopoulos, A. (2014). Human-computer vs. consumer-store interaction in a multichannel retail environment: Some multidisciplinary research directions. Lecture Notes in Computer Science.
Lee, M. K. O., Cheung, C. M. K., Sia, C. L., & Lim, K. H. (2006). How positive informational social influence affects consumers’ decision of Internet shopping? Proceedings of the Annual Hawaii International Conference on System Sciences, 6. https://doi.org/10.1109/HICSS.2006.204
Lewis, R. C., & Booms, B. H. (1983). The marketing aspect of service quality (L. Berry, G. Shostack, & G. Upah, Eds.). Asociación Americana de Marketing.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993a). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research. https://doi.org/https://doi.org/10.1177/002224379303000208
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993b). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research. https://doi.org/https://doi.org/10.1177/002224379303000208
Lisnawati, L., Hurriyati, R., Disman, D., Gaffar, V., & Firdaus, E. (2023). Omnichannel Quality: The New Imperative Of Purchase Intention Among Fashion Retail Market. Journal of Eastern European and Central Asian Research, 10(6), 829–839. https://doi.org/10.15549/jeecar.v10i6.1504
Liu, Y., & Zheng, S. (2023). Factors affecting consumers’ purchase intention for agriculture products omni-channel. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.948982
Monroe, K. B. (1992). Política de precios: para hacer rentables las decisiones. McGraw-Hill Management.
Morschett, D., Swoboda, B., & Foscht, T. (2005). Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives. International Review of Retail, Distribution and Consumer Research, 15(4), 423–447. https://doi.org/10.1080/09593960500197552
Numerator. (2021). Amazon capta más de un tercio de los compradores en tienda en un día, informa Numerator. Numerator, Available At.
Nunnally, J. (1978). Psychometric Theory. McGraw-Hill.
Oliva, F., Berlingeri, A., Lema, G., Dadalt, F., & Varietti, F. (2016). En la búsqueda de la Omnicanalidad El cliente en el centro nuevamente. https://www2.deloitte.com/content/dam/Deloitte/uy/Documents/technology/Articulo%20Omnicanalidad.pdf
Papagiannidis, S., Alamanos, E., Bourlakis, M., & Dennis, C. (2022). The Pandemic Consumer Response: A Stockpiling Perspective and Shopping Channel Preferences. British Journal of Management, 34(2), 664–691.
PCMI. (2025). Radiografía del Comercio Electrónico en Ecuador. Payments and Commerce Market Intelligence - Global Payments Market Research and Insights. https://paymentscmi.com/insights/ecuador-datos-mercado-comercio-electronico/
Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Skinner, L. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358–369. https://doi.org/10.1016/j.jretai.2014.12.007
Rejón-Guardia, F., & Luna-Nevarez, C. (2017). “Showrooming” in Consumer Electronics Retailing: An Empirical Study. Journal of Internet Commerce, 16(2), 174–201. https://doi.org/10.1080/15332861.2017.1305812
Rodríguez-Torrico, P., San José Cabezudo, R., & San-Martín, S. (2017). Tell me what they are like and I will tell you where they buy. An analysis of omnichannel consumer behavior. Computers in Human Behavior.
Saghiri, S., Wilding, R., Mena, C., & Bourlakis, M. (2017). Toward a three-dimensional framework for omni-channel. Journal of Business Research, 77, 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025
Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394–409. https://doi.org/10.1016/j.tourman.2004.11.007
Saravia, M., Garay, D., & Melgar, M. (2024). Marketing omnicanal en el sector retail en LATAM 2020-2024. Una revisión sistemática. Revista Ciencias y Artes. https://doi.org/https://orcid.org/0009-0005-0966-0034
Shopify. (2023). “Tendencias minoristas 2023: las marcas están utilizando el comercio minorista inmersivo para destacarse de la competencia.” disponible en: https://www.shopify.com/plus/commerce-trends/retail (consultado el 2 de agosto de 2024).
Sombultawee, K., & Wattanatorn, W. (2022). The impact of trust on purchase intention through omnichannel retailing. Journal of Advances in Management Research, 19(4), 513–532. https://doi.org/10.1108/JAMR-06-2021-0196
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. In Journal of Service Research (Vol. 8, Issue 4, pp. 356–371). https://doi.org/10.1177/1094670506286324
Swoboda, B., & Winters, A. (2021). Effects of the most useful offline-online and online-offline channel integration services for consumers. Decision Support Systems, 145. https://doi.org/10.1016/j.dss.2021.113522
Tiría, M. Y., & Higuera, B. Y. (2022). La usabilidad y omnicanalidad en la intención de compra del consumidor online. QuestionPo. https://repository.cesa.edu.co/bitstream/handle/10726/4548/MBA_52532120_2022_1.pdf?sequence=4&isAllowed=y
Trespalacios Gutiérrez, J. A., Vázquez Casielles, R., & Gonzalez Mieres, C. (2016). Clientes hedónicos vs clientes utilitarios: ¿Cómo influye la motivación en la relación entre experiencia de compra y satisfacción? https://www.researchgate.net/publication/316643979
Venkatesh, V., Smith, R. H., Morris, M. G., Davis, G. B., Davis, F. D., & Walton, S. M. (2003a). Quarterly USER ACCEPTANCE OF INFORMATION TECHNOLOGY: TOWARD A UNIFIED VIEW1. https://doi.org/10.2307/30036540
Venkatesh, V., Smith, R. H., Morris, M. G., Davis, G. B., Davis, F. D., & Walton, S. M. (2003b). Quarterly User Acceptance of Information Technology: Toward A Unified View1. https://doi.org/10.2307/30036540
Venkatesh, V., Walton, S. M., & Thong, J. Y. L. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1. http://about.jstor.org/terms
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From Multi-Channel Retailing to Omni-Channel Retailing. Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148. https://doi.org/10.1016/j.ijresmar.2006.11.002
Viejo-Fernández, N., Sanzo-Pérez, M. J., & Vázquez-Casielles, R. (2020a). Is showrooming really so terrible? start understanding showroomers. Journal of Retailing and Consumer Services, 54, 102048. https://doi.org/10.1016/j.jretconser.2020.102048
Viejo-Fernández, N., Sanzo-Pérez, M. J., & Vázquez-Casielles, R. (2020b). Is showrooming really so terrible? start understanding showroomers. Journal of Retailing and Consumer Services, 54. https://doi.org/10.1016/j.jretconser.2020.102048
Wu, J. F., & Chang, Y. P. (2016). Multichannel integration quality, online perceived value and online purchase intention: A perspective of land-based retailers. Internet Research, 26(5), 1228–1248. https://doi.org/10.1108/IntR-04-2014-0111
Youn, S. Y., Lee, J. E., & Ha-Brookshire, J. (2021). Fashion Consumers’ Channel Switching Behavior During the COVID-19: Protection Motivation Theory in the Extended Planned Behavior Framework. Clothing and Textiles Research Journal, 39(2), 139–156.
Derechos de autor 2026 Luis Edwin Chimborazo Azogue,José Armando Estrada Hernández,Rubén Neptalí Ávila Peralta,Mery Katty Barzola Jiménez
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
GADE: Revista Científica, eISSN: 2745-2891, Tel: (+57) 3143134045, E-mail: gaderevistacientifica@gmail.com
