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Showroomer, ¿enemigo o aliado?

Author

Listed:
  • Nuria Viejo Fernández

Abstract

El showrooming se ha convertido en una práctica de compra habitual. El objetivo de este trabajo consiste en analizar si el showroomer es, tal y como piensan los detallistas, una amenaza para sus establecimientos físicos. Este estudio utiliza la base de datos elaborada por GfK España que contiene información detallada sobre el proceso de compra de 4.067 clientes de diferentes sectores minoristas. Los resultados derivados del uso de la Regresión Lineal Múltiple revelan que los showroomers son más propensos a comprar productos de mayor precio, lo que explica por qué estos clientes pueden ser de especial interés para los detallistas.

Suggested Citation

  • Nuria Viejo Fernández, 2023. "Showroomer, ¿enemigo o aliado?," DOCFRADIS Working Papers 2301, Catedra Fundación Ramón Areces de Distribución Comercial, revised Feb 2023.
    • Handle: RePEc:ovr:docfra:2301
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/qjab4_DOCFRADIS_2022_2301.pdf
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    More about this item

    Keywords

    Showrooming; comportamiento de compra exploratorio; omnicanalidad; móvil; retail;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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