Searching offline and buying online – An analysis of showrooming forms and segments |
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Institution: | 1. WHU – Otto Beisheim School of Management, Burgplatz 2, 56179 Vallendar, Germany;2. Department of Marketing, Culverhouse College of Business, University of Alabama, Box 870225, Tuscaloosa, AL 35487-0225, USA |
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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. |
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Keywords: | Customer segmentation Multi-channel retailing Showrooming |
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