Purpose: The paper investigates shoppers' justification behind the showrooming behaviour and proposes an integrated SOR-MOA framework and a SAP-LAP model for a better understanding of the showrooming phenomenon. Design/methodology/approach: The study adopts a qualitative approach. A narrative-based examination followed by an inductive thematic analysis was employed to discover consumers' reasoning behind showrooming. Findings: The results of the study affirmed the distinction between situational and intentional showrooming conduct. Situational factors have been classified across two categories: store-related (mismanagement at the store, assortment issues) and sales-personal related factors (disrespectful, rude, poor response and dishonest behaviour of the sales staff). However, factors corresponding to intentional showrooming conduct have been characterized as motivational (perceived value, past experience and perceived relative advantage), opportunity (retailer's support and services, channel availability and consumer empowerment) and ability (consumer skills)-related factors in aggregation with the stimulus organism response ideology. In addition, the study also highlights the consequences associated with the showrooming conduct of the shoppers. Research limitations/implications: The findings of the study need further exploration and examination through the adoption of a quantitative approach on a large sample size. Practical implications: The findings of the study can be utilized by offline retailers for devising strategies to counter showrooming customers and retain them as buyers. Originality/value: The study emerges as the first piece of research to account for the ability and opportunity perspectives for better understanding of showrooming. © 2021, Emerald Publishing Limited.