Showrooming: the effect of gender

David J. Burns, Pola B. Gupta and Jennifer Hutchins

Journal of Global Scholars of Marketing Science, 2019, vol. 29, issue 1, 99-113

Abstract: Showrooming, or shopping in bricks-and-mortar stores and receiving their services without payment, but purchasing from a lower-priced online retailer, can be detrimental to the survival of bricks-and-mortar stores. This study examines how the gender of young adult consumers with differing shopping orientations view showrooming. The results suggest that showrooming is not just a male or a female phenomenon among young adults. The findings suggest, however, that bricks-and-mortar retailers may possibly be better able to dissuade female consumers from engaging in some showrooming activity more easily than males. On the other hand, online retailers may find it easier to prompt male consumers into showrooming activity than females. Although shopping orientations have been shown to affect individuals’ propensities to engage in showrooming activity and the perceived ethicality of doing so, there appears to be no difference by gender. The results suggest that gender has relatively little effect in consumers’ showrooming activity.

Date: 2019
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DOI: 10.1080/21639159.2018.1551725

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