The impact of omnichannel integration quality on showrooming and webrooming behaviors through the mediating role of omnichannel share of time

Abstract

Investigate the impact of omnichannel integration quality on showrooming and webrooming behaviors through the mediating role of adapted channel-level Omnichannel Share of Time (OSoT) among smart-device consumers in Can Tho City. In addition, the study examines whether Maximizer Mindset and Data Vulnerability moderate the relationships between OSoT and showrooming and webrooming behaviors.