The impact of omnichannel integration towards customer interest in alternatives: retailer uncertainty and web rooming in retailing

Figures & data

Figure 1. Proposed research model.

Table 1. Demographic information.

	Frequency	Percentage
Age
18–25	291	91.2
26–35	19	5.9
36–45	6	1.8
above 45	3	0.9
Gender
Female	192	60
Male	127	40
Your favorite brand category
Automobile	8	2.5
Clothing	184	57.6
Laptops	10	3.1
Mobile	78	24.4
Shoes	19	5.95
TV and other electronics	2	0.62
Any other	18	5.6

Table 2. Pearson correlation, mean and standard deviation.

		1	2	3	4	5	6	7	M	S. D	α
1	BCSC	–							2.16	.648	.70
2	TCS	.627* *	–						2.08	.634	.82
3	CC	.563**	.684**	–					2.14	.607	.74
4	PC	.535**	.595**	.729**	–				2.14	.656	.81
5	RU	.417**	.584	.499	.619*	–			2.85	.680	.77
6	WebR	.474**	.329**	.318**	.333**	.360**	–		2.88	.644	.66
7	IA	.353**	.280	.218	.230	.529**	.360**	–	2.85	.680	.68

** Correlation is significant at the 0.01 level (2-tailed).

* Correlation is significant at the 0.05 level (2-tailed). N = 319.

Table 3. Direct and mediation effects of BCSC, TCSC, CC, and PC.

	IV	DV	β	t value	P	95% C
	Mediation model					LLCI	ULCI
				Direct effects
1	RU	IA	.549	10.6	.000	.447	.650
2	BCSC	IA	.041	0.81	.416	−.059	.142
3	TCSC	IA	.038	0.75	.452	−.062	.139
4	CC	IA	.073	1.37	.171	−.031	.178
5	PC	IA	.070	1.42	.155	−.026	.168
	Indirect effects			Effect	SE	LLCI	ULCI
1	BCSC→RU→IA			.1185	.0378	.0500	.1982
2	TCSC→RU→IA			.0476	.0360	−.0199	.1201
3	CC→RU→IA			.0582	.0411	−.0204	.1414
4	PC→RU→IA			.0643	.0339	.0010	.1365

Note: BCSC = breadth of channel service choice, TCSC = transparency of channel service configuration, CC = content consistency, PC = process consistency, RU = retailer uncertainty, IA = interest in alternatives, WebR = web rooming, SE is standard error; LLCI is lower limit CI; ULCI is upper limit CI; N = 319.

Table 4. Moderation effect of webrooming.

Moderation effect	Effect	SE	Bootstrap 95% CIs		R^2
			LLCI	ULCI	.322
WebR	.1957	.0509	.0956	.2959
RU	.4632	.0535	.3579	.5684
RU*WebR	−.1419	.0619	−.2637	−.0200
R^2 change: .0113 F: 5.2491(1,315), p < 0.05
Index of moderated mediation
	Moderator	Index	SE	LLCI	ULCI
BCSC→RU→IA	WebR	−.0306	.0196	−.0741	.0026
TCSC→RU→IA	WebR	−.0128	.0127	−.0436	.0051
CC→RU→IA	WebR	−.0150	.0141	−.0484	.0056
PC→RU→IA	WebR	−.0166	.0132	−.0476	.0027

Note: BCSC = breadth of channel service choice, TCSC = transparency of channel service configuration, CC = content consistency, PC = process consistency, RU = retailer uncertainty, IA = interest in alternatives, WebR = web rooming, SE is standard error; LLCI is lower limit CI; ULCI is upper limit CI; N = 319.

Figure 2. Moderation effect of WebR.