The Impact of Consumer Irrationality on Showrooming Behavior: A Study of Organic Food Consumption Behavior in the Digital Era

Purpose – This study aims to focus on the showrooming behavior of the digital era. The investigation to analyze how consumer irrational factors such as price perception, consumer emotion, and consumer impulsiveness can influence showrooming behavior as their purchasing strategy for organic food in the digital era and mediated by purchase intention.Methodology – A cross-sectional survey was conducted with target consumers who have ever done showrooming behavior on organic food who live in Kediri Regency, Kediri City, Surabaya, and Malang. This study involved 385 respondents and data collection was done through the use of questionnaires. To test the hypothesis, a quantitative approach that combines structural equation modeling (SEM) with smartPLSFindings – The results of the study indicate that showrooming behavior is significantly positively influenced by price perception and consumer impulsiveness but not by consumer emotions. In addition, consumer irrational behavior, namely price perception, consumer emotions, consumer impulsiveness, significantly positively influence purchase intention and purchase intention influences showrooming behavior.Originality – Given that the implications of consumer irrationality (price perception, consumer emotion, and consumer impulsiveness) on showrooming behavior are still under-researched. This work contributes to the marketing literature by demonstrating the influence of consumer irrationality on showrooming behavior in organic food. In addition, we confirm the mediating role of purchase intention in the relationship between consumer irrationality and showrooming behavior.