Multigroup analysis (moderation effects)
| Moderator | t-value difference | p-value difference | Result | |
|---|---|---|---|---|
| Shopper segment | ||||
| Webrooming | 2.271* | 0.024 | H1a supported | |
| Showrooming | 1.433 ns | 0.153 | H1b not supported | |
| Confidence intervals | 2.5% (female) | 97.5% (female) | 2.5% (male) | 97.5% (male) |
| Omnichannel usage → Webrooming | 0.131 | 0.366 | 0.322 | 0.541 |
| Omnichannel usage → Showrooming | 0.15 | 0.426 | 0.304 | 0.537 |
| Product price | ||||
| Webrooming | 0.830 ns | 0.407 | H2a not supported | |
| Showrooming | 2.169** | 0.031 | H2b supported | |
| Confidence intervals | 2.5% (cheaper) | 97.5% (cheaper) | 2.5% (expensive) | 97.5% (expensive) |
| Omnichannel usage → Webrooming | 0.225 | 0.448 | 0.215 | 0.629 |
| Omnichannel usage → Showrooming | 0.196 | 0.455 | 0.450 | 0.736 |
| Result | ||||
|---|---|---|---|---|
| Webrooming | 2.271* | 0.024 | ||
| Showrooming | 1.433 ns | 0.153 | ||
| 2.5% (female) | 97.5% (female) | 2.5% (male) | 97.5% (male) | |
| 0.131 | 0.366 | 0.322 | 0.541 | |
| 0.15 | 0.426 | 0.304 | 0.537 | |
| Webrooming | 0.830 ns | 0.407 | ||
| Showrooming | 2.169** | 0.031 | ||
| 2.5% (cheaper) | 97.5% (cheaper) | 2.5% (expensive) | 97.5% (expensive) | |
| 0.225 | 0.448 | 0.215 | 0.629 | |
| 0.196 | 0.455 | 0.450 | 0.736 |
Source(s): Authors’ own work
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