Showrooming, Webrooming, and Operational Strategies for Competitiveness

Jiao, Chuanya; Hu, Bin

doi:10.2139/ssrn.3701788

Cited by 4 publications

(6 citation statements)

References 12 publications

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“…Many scholars in the field have examined both showrooming and webrooming phenomena across different or (combination of) channels and contexts. To counter showrooming or channel‐switching behavior, several scholars have suggested strategies for brick‐and‐mortar retailers, such as pricing and in‐store service strategies (Schneider & Zielke, 2021; Wang & Wang, 2022), offering exclusivity through store brands (Mehra et al, 2018), and operational strategies for competitiveness (Jiao & Hu, 2020), among others. Other scholars have also examined the determinants of webrooming behavior including customer experience (Schiessl et al, 2023), motivation (Aw, 2019), and other factors (i.e., consumer, channel, situational) (Eugene Cheng‐Xi Aw et al, 2021).…”

Section: Science Mapping Results and Discussionmentioning

confidence: 99%

“…store brands(Mehra et al, 2018), and operational strategies for competitiveness(Jiao & Hu, 2020), among others.Other scholars have also examined the determinants of webrooming behavior including customer experience(Schiessl et al, 2023), motivation(Aw, 2019), and other factors (i.e., consumer, channel, situational) (Eugene Cheng-XiAw et al, 2021). Research about showrooming and webrooming in multi-and omni-channel contexts is crucial because it sheds light on changes in customer behavior and the retail industry and provides insights into how retailers can effectively navigate these changes to meet customers' needs and remain competitive.5.1.2 | Cluster 2: Consumer behavior in online retail and shopping (blue color)The second cluster contains five (5) keywords, namely "consumer behavior," "retailing," "shopping," "internet marketing," and "click and collect".…”

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confidence: 99%

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Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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In an omnichannel era, businesses and marketers need insights into the dynamics of customer shopping behaviors, particularly the interplay between omnichannel, showrooming, and webrooming behaviors. This study investigates the evolution and trends of the research and channel shopping behaviors (RCSB) domain, spanning from 1998 to 2022, including the Covid‐19 era. The study performed a bibliometric review of 500 papers in the Scopus database. The performance analysis reveals an annual growth rate of nearly 16%, with average citations per document of 44, indicating sustained and growing research interest. Science mapping revealed five distinct cluster themes, including showrooming and webrooming in multi‐ and omni‐channel contexts; consumer behavior in online retail and shopping; customer satisfaction and trust in multi‐channel retailing; mobile commerce in a multi‐channel environment; and the interplay between online shopping, channel choice, and supply chain management. Furthermore, topics, such as showrooming, e‐commerce, retailing, and omnichannel retailing, remain popular before and during the pandemic, as seen in the thematic evolution. Our examination of the thematic maps revealed various topics that gained significance during the pandemic, such as multichannel, channel choice, customer experience, social commerce, purchase behavior, and covid‐19. Among these, the thematic maps indicate that customer experience, channel choice, multichannel, and covid‐19 are emerging and basic topics. These topics can steer research directions in the RCSB domain toward examining customer experiences using digital innovations, e‐commerce (including mobile and social commerce), and omnichannel strategy and management.

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Section: Science Mapping Results and Discussionmentioning

confidence: 99%

mentioning

confidence: 99%

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Halibas

Nguyen

Akbari

et al. 2023

J of Consumer Behaviour

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show abstract

“…To the best of our knowledge, only several papers find that showrooming can improve the profit of the BM store, for example, Kuksov and Liao (2018), Jiao and Hu (2020), Li et al (2021), andZhang, Yao, &. Kuksov and Liao (2018) endogenize the manufacturer-retailer contract and find that when the manufacturer's decision is considered, showrooming can increase the retailer's profit.…”

Section: Related Literaturementioning

confidence: 99%

“…Li et al (2021) and Zhang, Yao, & Zhang (2021) also consider a setting with a manufacturer. Jiao and Hu (2020) consider the case in which BM store and online retailer provide different types of information to resolve consumers' valuation uncertainty. They find that showrooming may be beneficial to both retailers when the uncertainty is high.…”

Section: Related Literaturementioning

confidence: 99%

Information provision under showrooming and webrooming

Zhong

Shen

Ceryan

2023

Omega

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“…Manufacturers must therefore have a deeper awareness of all the associated costs when running offline-online. Future researchers can also consider the inconvenience cost that customers pay when shopping online and travelling to brick-and-mortar stores (Jiao and Hu, 2020).…”

Section: Characteristicsmentioning

confidence: 99%

Showrooming: a retrospective and prospective review using the SPAR-4-SLR methodological framework

Sharma

Dutta

Priya³

2023

IJRDM

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PurposeThis article undertakes a literature review on showrooming, offering an exhaustive overview of research publications and future research objectives that will contribute to extending the understanding of the phenomenon.Design/methodology/approachThe showrooming literature has been collected from journals indexed by SCOPUS and ranked by ABDC. This was later analysed with the SPAR-4-SLR framework and the TCCM methodology (theories, contexts, characteristics, and methodologies) proposed by Paul et al. (2021) and Paul and Rosado-Serrano (2019).FindingsThe insights of this review include bibliometrics of showrooming research and the number of explored showrooming theories, methodologies, and contexts from which the phenomenon has been studied. It also highlights the various aspects that might be considered while building an optimal approach.Research limitations/implicationsArticles published in SCOPUS-indexed and ABDC-ranked journals between 2012 and August 2022 were considered. Some articles published in conference proceedings and journals, not fulfilling the aforementioned criteria, might have been missed.Practical implicationsSPAR-4-SLR and TCCM methodologies would aid the researchers in further exploration of this phenomenon and suggest options for enhancing customer experience (CX) eventually leading to customer retention. Retail channel managers will find this knowledge handy in “encouraging loyal showrooming” and ensuring business sustainability.Originality/valueThis study uses the novel SPAR-4-SLR framework to structure the review, while TCCM methodology sheds light on the showrooming from the perspective of various theories, contexts, characteristics, and methodologies. The scope for further research identified through the above-mentioned framework and methodology would be of high value to the researchers and practitioners alike.

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Showrooming, Webrooming, and Operational Strategies for Competitiveness

Cited by 4 publications

References 12 publications

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Developing trends in showrooming, webrooming, and omnichannel shopping behaviors: Performance analysis, conceptual mapping, and future directions

Information provision under showrooming and webrooming

Showrooming: a retrospective and prospective review using the SPAR-4-SLR methodological framework

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