Understanding the Showrooming Phenomenon

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Theoretical background of showrooming.
• 2.1 Shopping trends and behaviors related to showrooming...
• 2.1.1 Multi-channel shopping
• 2.1.2 Research shopping
• 2.1.3 Free riding
• 2.2 Findings about showrooming.
• 3 Factors influencing showrooming
• 3.1 Literature review.
• 3.2 Channel attributes.
• 3.2.1 Enjoyment
• 3.2.2 Assortment
• 3.2.3 Purchase convenience.
• 3.2.4 Service
• 3.2.5 After-sales service.
• 3.2.6 Price
• 3.2.7 Risk.
• 3.3 Customer characteristics.
• 3.3.1 Attitude towards shopping
• 3.3.2 Internet experience.
• 3.3.3 Price-consciousness.
• 3.3.4 Attitudes towards free riding
• 3.3.5 Retailer loyalty...
• 3.4 Conceptual framework.
• 4 Empirical study.
• 4.1 Study design.
• 4.2 Operationalization of variables.
• 4.3 Sample...
• 4.4 Reliability of construct.
• 4.5 Logistic regression...
• 5 Results.
• 5.1 Testing of hypotheses.
• 5.2 Additional analyzes...

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to provide a comprehensive understanding of the showrooming phenomenon. It investigates the factors that influence showrooming behavior, specifically examining the role of channel attributes and customer characteristics. The study analyzes the differences between showroomers and non-showroomers to identify key drivers of this emerging shopping trend.

• The influence of channel attributes on showrooming behavior.
• The impact of customer characteristics on showrooming likelihood.
• The distinction between showroomers and non-showroomers.
• The implications of showrooming for retailers.
• The potential of showrooming as a future shopping trend.

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction

This chapter introduces the concept of showrooming and its significance in the evolving retail landscape. It outlines the research questions and the overall objective of the study, which is to provide insights into the factors influencing showrooming and the differences between showroomers and non-showroomers.

• Chapter 2: Theoretical background of showrooming

This chapter provides a theoretical foundation for understanding showrooming by exploring relevant shopping trends and behaviors, such as multi-channel shopping, research shopping, and free riding. It also examines existing research findings on showrooming to establish a contextual understanding of the phenomenon.

• Chapter 3: Factors influencing showrooming

This chapter delves into the factors that may influence a customer's decision to engage in showrooming. It examines the role of channel attributes, such as enjoyment, assortment, purchase convenience, service, after-sales service, price, and risk perception. Additionally, it explores the impact of customer characteristics, including attitude towards shopping, internet experience, price-consciousness, attitudes towards free riding, and retailer loyalty.

• Chapter 4: Empirical study

This chapter describes the empirical study conducted to investigate the research questions. It outlines the study design, operationalization of variables, sampling methodology, and data analysis techniques used to examine the relationship between channel attributes, customer characteristics, and showrooming behavior.

• Chapter 5: Results

This chapter presents the findings of the empirical study. It analyzes the results of the logistic regression models to test the hypotheses and provides insights into the significance of various factors influencing showrooming.

Schlüsselwörter (Keywords)

Showrooming, multi-channel shopping, channel attributes, customer characteristics, online retail, offline retail, consumer behavior, empirical study, logistic regression.