Impact of Digital Technology Enabled Showrooming and Webrooming Behaviors on the Ecosystem of Multichannel Retailing

Feng Yang, Xiaolong Guo and Yugang Yu
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Feng Yang: University of Science and Technology of China
Xiaolong Guo: University of Science and Technology of China
Yugang Yu: University of Science and Technology of China

Chapter Chapter 17 in Intelligent Logistics Management in Digital Economy, 2025, pp 317-334 from Springer

Abstract: Abstract Show/webrooming refers to a consumer inspecting a product at a brick-and-mortar (BM)/online retailer before purchasing it from a competing online/BM retailer. Despite retailers adopting price-matching and free-shipping policies, show/webrooming remains prevalent. We model different product value information that consumers can learn by visiting a BM retailer and researching an online retailer, and study consumers’ show/webrooming behavior in a unified model. We confirm that consumers can engage in show/webrooming for informational reasons, but webrooming may also be driven by a non-informational reason. We find that show/webrooming may respectively benefit BM and online retailers; in particular, there exist win-win-win outcomes where both retailers and the consumers benefit from show/webrooming. We propose in-store research assistance for BM retailers and free sampling for online retailers, and show that these operational strategies may improve the retailers’ competitiveness in the presence of show/webrooming. Our results are found to be robust in several model extensions (This chapter is adapted from the previously published paper: “Jiao, C., & Hu, B. (2022). Showrooming, webrooming, and operational strategies for competitiveness. Production and Operations Management, 31(8), 3217-3232”).

Date: 2025
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DOI: 10.1007/978-981-95-2177-7_17

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