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Webroomers versus showroomers: Are they the same?

Author

Listed:
  • Fernández, Nuria Viejo
  • Pérez, María José Sanzo
  • Vázquez-Casielles, Rodolfo

Abstract

This paper evaluates, on the one hand, the influence that routes to persuasion has on the webrooming and showrooming. On the other hand, for the specific case of products purchased online, we analyze whether developing showrooming versus pure online behaviors have a positive effect on the price paid by the customer. The empirical research is based on the database compiled by GfK which contains detailed information about the buying process of 4067 consumers who have purchased products from different retail sectors. We find that webroomers emerge as individuals who engage in a prolonged purchasing process over time and they focus more on the attributes directly associated with the product. Meanwhile, the showrooming customer, at least in terms of hedonic products, is more likely to purchase products of a higher value and price, though they then search for a retailer charging a lower price for the same level of value.

Suggested Citation

  • Fernández, Nuria Viejo & Pérez, María José Sanzo & Vázquez-Casielles, Rodolfo, 2018. "Webroomers versus showroomers: Are they the same?," Journal of Business Research, Elsevier, vol. 92(C), pages 300-320.
    • Handle: RePEc:eee:jbrese:v:92:y:2018:i:c:p:300-320
    DOI: 10.1016/j.jbusres.2018.08.004
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    References listed on IDEAS

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    1. Karen Clay & Ramayya Krishnan & Eric Wolff, 2001. "Prices and Price Dispersion on the Web: Evidence from the Online Book Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 521-539, December.
    2. Gensler, Sonja & Neslin, Scott A. & Verhoef, Peter C., 2017. "The Showrooming Phenomenon: It's More than Just About Price," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 29-43.
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    5. Rapp, Adam & Baker, Thomas L. & Bachrach, Daniel G. & Ogilvie, Jessica & Beitelspacher, Lauren Skinner, 2015. "Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance," Journal of Retailing, Elsevier, vol. 91(2), pages 358-369.
    6. Chou, Szu-Yu & Shen, George C. & Chiu, Hung-Chang & Chou, Yu-Tsun, 2016. "Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2226-2232.
    7. Pauwels, Koen & Leeflang, Peter S.H. & Teerling, Marije L. & Huizingh, K.R. Eelko, 2011. "Does Online Information Drive Offline Revenues?," Journal of Retailing, Elsevier, vol. 87(1), pages 1-17.
    8. Karen Clay & Ramayya Krishnan & Eric Wolff, 2001. "Prices and Price Dispersion on the Web: Evidence from the Online Book Industry," NBER Chapters, in: E-commerce, pages 521-539, National Bureau of Economic Research, Inc.
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    Cited by:

    1. Yizhi Liu & Zihan Liang & Chengjiang Li & Jiezhou Guo & Gang Zhao, 2022. "An Investigation into the Adoption Behavior of mHealth Users: From the Perspective of the Push-Pull-Mooring Framework," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    2. Viejo-Fernández, Nuria & Sanzo-Pérez, María José & Vázquez-Casielles, Rodolfo, 2020. "Is showrooming really so terrible? start understanding showroomers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

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