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Searching offline and buying online – An analysis of showrooming forms and segments

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  • Schneider, Patricia J.
  • Zielke, Stephan

Abstract

Showrooming is behavior where customers search for information in brick-and-mortar stores and then purchase products online. While the literature conceptualizes showrooming as a one-dimensional variable, we argue that different forms of showrooming exist. We identify four showrooming segments that differ in retailer loyalty, usage of in-store information, devices, place and time of the online purchase. We show further that loyal vs. competitive showroomers differ in psychographic variables, such as price consciousness, desire for social contact and bad conscience during showrooming. The results have important implications for retailers aiming to keep customers in their own channels.

Suggested Citation

  • Schneider, Patricia J. & Zielke, Stephan, 2020. "Searching offline and buying online – An analysis of showrooming forms and segments," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    • Handle: RePEc:eee:joreco:v:52:y:2020:i:c:s0969698918311524
    DOI: 10.1016/j.jretconser.2019.101919
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    Cited by:

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    2. Neringa Vilkaite-Vaitone & Ilona Skackauskiene, 2020. "Service Customer Loyalty: An Evaluation Based on Loyalty Factors," Sustainability, MDPI, vol. 12(6), pages 1-20, March.
    3. Alesanco-Llorente, María & Reinares-Lara, Eva & Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina, 2023. "Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    4. Li, Zonghuo & Wang, Di & Yang, Wensheng & Jin, Hyun Seung, 2022. "Price, online coupon, and store service effort decisions under different omnichannel retailing models," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Li, Zonghuo & Yang, Wensheng & Jin, Hyun Seung & Wang, Di, 2021. "Omnichannel retailing operations with coupon promotions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Fernandes, Semila & Panda, Rajesh & Venkatesh, V.G. & Swar, Biranchi Narayan & Shi, Yangyan, 2022. "Measuring the impact of online reviews on consumer purchase decisions – A scale development study," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Quach, Sara & Barari, Mojtaba & Moudrý, Dann Vit & Quach, Ken, 2022. "Service integration in omnichannel retailing and its impact on customer experience," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    8. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    9. Luis-Edwin Chimborazo-Azogue & Marta Frasquet & Alejandro Molla-Descals & Maria-Jose Miquel-Romero, 2021. "Understanding Mobile Showrooming Based on a Technology Acceptance and Use Model," Sustainability, MDPI, vol. 13(13), pages 1-17, June.
    10. Frasquet, Marta & Miquel-Romero, Maria-Jose, 2021. "Competitive (versus loyal) showrooming: An application of the push-pull-mooring framework," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Chaoyong Qin & Xinyu Zeng & Shichang Liang & Ke Zhang, 2023. "Do Live Streaming and Online Consumer Reviews Jointly Affect Purchase Intention?," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    12. Fiestas, Jorge Carlos & Tuzovic, Sven, 2021. "Mobile-assisted showroomers: Understanding their purchase journey and personalities," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    13. Schneider, Patricia J. & Zielke, Stephan, 2021. "Price versus service: Can retailers beat showrooming with competence?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    14. María Alesanco-Llorente & Eva Reinares-Lara & Jorge Pelegrín-Borondo & Cristina Olarte-Pascual, 2023. "The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.

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