When Time Doesn’t Matter: Investigating the Determinants and Consequences of Showrooming Behavior in the AI-Driven Era

Abstract

Artificial intelligence (AI), such as augmented reality (AR)-based virtual try-on, has transformed the retail landscape. This technology can enhance perceived usability and immersion, creating a more realistic online shopping experience. However, consumers still combine physical and digital experiences to ensure the best purchasing decisions. Consumers visit physical stores and purchase products online, a process known as showrooming. This phenomenon is an evolving challenge for both retail and academics. This research examines the influence of channel characteristics (antecedents) and situational characteristics (consumers’ time pressure) as a moderating variable on showrooming behavior phenomena and avoidance of regret as consequences. This research surveys a representative sample of 474 Indonesian cosmetics and skincare shoppers. This study uses SmartPLS 4.0 to analyze the data. The results prove that channel characteristics (sales-staff assistance), online channel convenience, and social influence positively affect showrooming intentions. Then, showrooming behavior helps consumers reduce uncertainty, positively impacting avoidance of regret as consequences. By integrating the Theory of Planned Behavior (TPB) and the Stimulus–Organism–Behavior–Consequence (SOBC) framework, this research model provides a comprehensive understanding of how external factors influence consumers’ psychological processes, which then shape their intentions and behaviors. Ultimately, showrooming behavior results in post-purchase consequences. This model integration is expected to analyze showrooming behavior in a more holistic modern retail context. The findings of this study provide practical implications for retailers in formulating more effective strategies for managing consumer behavior in an omnichannel environment.