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Showrooming phenomena (its more than the price (conceptual framework…

- - - - 68% of US internet users indicate that they showroom at least occasionally
    - - offer price matching guarantee
      - offering exclusive products to avoid price comparisons
    - - competitive shoowrooming
        
        satisfy information need at brick and mortar but making purchase through a competitors online channel
  - - - consumers decide to showroom if the perceived benefits outweigh the perceived costs
    - - the costs of searching online
      - delay in obtaining the product
    - - consumer related
        
        shopping enjoyment
        
        more prone to switching since it is a less of a burden
        
        mavens more likely
        
        mavenism
        
        internet experience
        
        has the knowledge to effectively search the internet for the best deal
        
        product knowledge
        
        can effectively evaluate offers
        
        anticipated regret
      - shopper related
        
        perceived time pressure
        
        retailer loyalty
      - product related
        
        focal product category
        
        product price
        
        a proxy for fiancial risk
        
        higher price = higher risk
        
        increase showrooming
        
        product performance risk
    - - results
        
        negative correlations
        
        online serach costs
        
        greater availability of in-store sales personnel
        
        consumer time pressure
        
        positive correlations show rooming and
        
        perceived higher quality online
        
        perceived higher price dispersion
        
        might be because there is a belief that there are really good deals online
        
        perceived lower prices online
        
        no correlation
        
        quality of sales personnel
      - management implications
        
        non-price factors that drive showrooming provide offline retailers with ways to compete beyond price
        
        availability of in store personnel, reducing percieved waiting times
        
        increasing perceptions of online search costs
        
        advertising campaign emphasizing the convenience of shopping at the store
        
        increase perceived price dispersion at the store
        
        High low pricing strategy
        
        might invite competitive reactions and start a promotional price war
        
        two ways of adressing