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Showrooming phenomenon – A grounded theory investigation of the showrooming phenomenon via a customer’s lens
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Problem: Showrooming phenomenon refers to the customer behavior of physically experiencing the product in a physical store before purchasing it from online stores. It is becoming increasingly prevalent today and has attracted the interest of academia. However, the majority of the existing studies explored this phenomenon from the perspective of retailers. The concern for different retailers’ gain and loss in showrooming process caused debate on how to define and interpret this phenomenon. Moreover, there are few existing studies that investigating this behavior from the consumers’ lens.  There seems to be a need for research focused on the customers’ showrooming experience and understand this phenomenon from their lens.

 

Purpose: The purpose of this paper is to explore what is showrooming phenomenon from customer’s perspective through investigating customers' personal showrooming experience in order to shed more light on the positive side of showrooming.

 

Method: Based on a social constructionism philosophy, this qualitative study utilizes a grounded theory strategy. In order to gather data through grounded theory method, in-depth interviews and a grounded analysis have been conducted. The analysis is conducted in three steps. First, in initial coding, codes and concepts are identified. Second, in axial coding, concepts are grouped into categories. Finally, in selective coding, categories are connected and grouped based on the intrinsic relationship between different categories. Also, the paradigm is built in these final step.

 

Conclusions: This study builds the paradigm model of showrooming phenomenon through exploring the experiences of showroomers. In the paradigm, the different conditions in the process are identified, including the core phenomenon, causal condition, contextual condition, intervening condition, action, consequences. Through building the model, this study explores the incentives and consequences of showroomers, the different influential factors during showrooming process, and the interpretations and perceptions from customer’s perspective. 

Place, publisher, year, edition, pages
2018. , p. 64
Keywords [en]
Showrooming phenomenon, Customer perspective, Cross-channel consumption behavior, Grounded theory research
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39711ISRN: JU-IHH-FÖA-2-20180752OAI: oai:DiVA.org:hj-39711DiVA, id: diva2:1212515
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2018-07-30 Created: 2018-06-01 Last updated: 2018-07-30Bibliographically approved

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Citation style
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