Showrooming and retail opportunities: a qualitative investigation via consumer-experience lens

Sit, J. K., Hoang, A. and Inversini, A. (2018) Showrooming and retail opportunities: a qualitative investigation via consumer-experience lens. Journal of Retailing and Consumer Services, 40. pp. 163-174. ISSN 0969-6989 doi: 10.1016/j.jretconser.2017.10.004

Abstract/Summary

Showrooming represents a shopper behaviour prevalent in today’s retail landscape, referring to consumers inspect a desired product at a retailer’s physical store and then buy it online, usually from a competitor. Showrooming has been examined frequently from a negative standpoint (e.g. free-riding and channel-hopping), via the theoretical lens of multichannel shopping, and with a quantitative (theory testing) approach. The present study seeks to investigate showrooming from a positive standpoint and help retailers to diagnose and appreciate the potential opportunities may be presented by this shopper behaviour. Our investigation is guided by the theoretical lens of consumer experience and a qualitative (theory building) approach, based on convergent interviews with eleven self-proclaimed showroomers based on the shopping context of consumer electronics. The present study contributes to retail theory and practice by illustrating that showrooming can be conceived and managed as a positive shopper behaviour. Its potential opportunities can be better appreciated when retailers give greater consideration of its experiential aspects, such as decision-activities and emotions.

Item Type	Article
URI	https://reading-clone.eprints-hosting.org/id/eprint/75353
Identification Number/DOI	10.1016/j.jretconser.2017.10.004
Refereed	Yes
Divisions	Henley Business School > Marketing and Reputation
Publisher	Elsevier
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