Introduction: The present study aimed to investigate the interactive role of online discounts and consumers' dominant cross-channel tendency (showrooming-oriented vs. webrooming-oriented) on the intention to purchase online from sports brands.

Methods: This applied, scenario-based study used a 2×2 between-subjects factorial design. The statistical population comprised adult consumers of sporting goods in Tehran. The final sample consisted of 200 participants (50 per cell) recruited through online convenience/voluntary sampling. Online discount was experimentally manipulated (25% discount vs. no discount), whereas dominant cross-channel tendency was classified using the Goraya et al. (2022) scale. Online purchase intention was measured with the Verhagen and Van Dolen (2009) scale. The data were analyzed using two-way ANOVA and Bonferroni-adjusted simple-effects tests.

Results: Online discount had a significant main effect on online purchase intention, F(1, 196) = 75.655, p < .001, partial η² = .278. The main effect of dominant cross-channel tendency was also significant, F(1, 196) = 50.679, p < .001, partial η² = .205. More importantly, the discount × tendency interaction was significant, F(1, 196) = 27.810, p < .001, partial η² = .124. The discount effect was strong among showrooming-oriented consumers (adjusted p < .001, d = 2.113), but it was not significant among webrooming-oriented consumers after the Bonferroni adjustment (adjusted p = .098, d = .457).

Conclusion: The effectiveness of an online discount differed by consumers’ dominant cross-channel tendency. Behavioral segmentation should therefore be considered when evaluating digital promotional strategies for sports brands.