Showrooming: An Exploratory Empirical Investigation of Students’ Attitudes and Behavior
Marketing and Professional Sales
Showrooming, or the activity of shopping in bricks-and-mortar stores and partaking in their services without payment, but making the purchase from a lower priced online retailer, can be detrimental to the survival of bricks-and-mortar stores. To gain insight into this phenomenon, this study examines how young-adult consumers with differing shopping orientations view showrooming. The results support the contention that consumers’ shopping orientations affect their propensities to engage in showrooming activity.
Information Systems Management
Digital Object Identifier (DOI)
Burns, David J.; Gupta, Pola B.; Bihn, Hanna C.; and Hutchins, Jennifer, "Showrooming: An Exploratory Empirical Investigation of Students’ Attitudes and Behavior" (2018). Faculty Publications. 4450.