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首页> 外文期刊>Journal of retailing and consumer services >Is showrooming really so terrible? start understanding showroomers
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Is showrooming really so terrible? start understanding showroomers

机译：展示厅真的很可怕吗？开始了解展厅

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摘要

The customer journey is more omni-channel than ever. In this scenario, so-called showrooming behavior emerges as a growing trend that is usually considered by retailers as a threat. The purpose of this research is to analyze whether showrooming, when compared with online buying behavior in which the customer does not visit the store prior to the purchase, has a positive effect on the price paid online by the customer. The empirical research is based on the database compiled by GfK, which contains detailed information about the shopping journey of 4067 customers who purchased products from different retail sectors. The results, derived from the estimation of several regression models, reveal that showroomers who use their smartphones in store are more likely to purchase products at a higher price, which explains why these customers can be of special interest to retailers.
机译：客户旅程比以往任何时候都更多。在这种情况下，所谓的展厅行为作为一种日益增长的趋势，通常被零售商视为威胁。本研究的目的是分析展厅，与客户在购买前没有访问商店的在线购买行为相比，对客户在线支付的价格积极影响。经验研究基于GFK编制的数据库，其中包含有关购买来自不同零售业的产品的4067顾客购物之旅。结果来自估计几种回归模型，揭示了在商店中使用他们智能手机的展示来源室更有可能以更高的价格购买产品，这解释了为什么这些客户对零售商的特别感兴趣。

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