期刊
JOURNAL OF RETAILING
卷 91, 期 2, 页码 358-369出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2014.12.007
关键词
Showrooming; Self-Efficacy; Coping behaviors; Salesperson performance; Self-regulation theory; Multi-channel shopping
类别
The increasing product commoditization and price transparency afforded by online retail channels have left many brick and mortar stores bearing the costs associated with being used as a physical showroom without reaping the rewards of the final sale. As customers continue to take advantage of retail stores to gather information and turn to competing channels for purchasing, the role of the retail salesperson has shifted and retailers have been left without a clear understanding of how to manage this change in the retailing landscape. In this research, we first define showrooming - and investigate individual (i.e., salesperson)-level experiential consequences of perceived showrooming. We find negative relationships between perceived showrooming and salesperson self-efficacy and salesperson performance, which are positively moderated by salesperson coping strategies and cross-selling strategies. Our findings suggest that the negative effects of showrooming can be combated though specific salesperson behaviors and strategies. Further, exploratory findings at the store level reaffirm a negative relationship between perceived showrooming behaviors and performance. Finally, we discuss the theoretical and practical implications of our findings and offer specific managerial actions to address showrooming. (C) 2014 New York University. Published by Elsevier Inc. All rights reserved.
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