Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance
Thomas L. Baker,
Daniel G. Bachrach,
Jessica Ogilvie and
Lauren Skinner Beitelspacher
Journal of Retailing, 2015, vol. 91, issue 2, 358-369
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.
Keywords: Showrooming; Self-Efficacy; Coping behaviors; Salesperson performance; Self-regulation theory; Multi-channel shopping (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations View citations in EconPapers (7) Track citations by RSS feed
Downloads: (external link)
Full text for ScienceDirect subscribers only
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:91:y:2015:i:2:p:358-369
Access Statistics for this article
Journal of Retailing is currently edited by A. Roggeveen
More articles in Journal of Retailing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().