Physical or virtual showroom? The decision for omni-channel retailers in the context of cross-channel free-riding

Zhang, Zhe; Wen, Xiaoqing

doi:10.1007/s10660-022-09616-x

Cited by 12 publications

(13 citation statements)

References 45 publications

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“…Under the retailer's service cost information asymmetry, Zhang et al (2023) studied an online manufacturer's offline showroom strategy, that is, partnering with a noncompetitive retailer or a competitive retailer. Zhang and Wen (2023) investigated omni‐channel retailers' showroom decision, that is, deploying physical or virtual showroom.…”

Section: Literature Reviewmentioning

confidence: 99%

For showing only, for selling only, or for hybrid? Physical store deployment for a manufacturer in online retailing

Li,

Zhang,

et al. 2024

Manage Decis Econ

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Manufacturers in online retailing are exploring a physical store option: showroom, retail store, or hybrid model. We've built game‐theoretic models to study their deployment strategies and channel preferences of e‐tailers and consumers. Our analysis reveals that manufacturers opt for a hybrid store with a small showrooming effect, showroom with a significant effect, but rarely a retail store. Consumers generally favor manufacturers introducing an offline channel while e‐tailers prefer this when the online channel has a large market share. When the online channel dominates, e‐tailers are more motivated to choose a hybrid store while consumers lean towards a showroom.

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Section: Literature Reviewmentioning

confidence: 99%

For showing only, for selling only, or for hybrid? Physical store deployment for a manufacturer in online retailing

Li,

Zhang,

et al. 2024

Manage Decis Econ

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“…With the affordability and availability of a variety of interactive VR media such as head-mounted displays (HMDs), VR cardboards, haptic devices and desktop VR, retailers have a plethora of alternatives to make VR accessible to consumers and adopt it as a critical element of their omnichannel strategy (Dwivedi et al. , 2022; Zhang and Wen, 2023).…”

Section: Introductionmentioning

confidence: 99%

“…Retail giants like IKEA (VR showrooms), Alibaba (Buyþ), North Face (North Face VR), Kellogg's (VR merchandising) and Macy's (VR storefronts) have incorporated VR solutions across the value chain to transform consumer experiences in retail stores. With the affordability and availability of a variety of interactive VR media such as head-mounted displays (HMDs), VR cardboards, haptic devices and desktop VR, retailers have a plethora of alternatives to make VR accessible to consumers and adopt it as a critical element of their omnichannel strategy (Dwivedi et al, 2022;Zhang and Wen, 2023).…”

Section: Introductionmentioning

confidence: 99%

Virtual reality in retailing: a meta-analysis to determine the purchase and non-purchase behavioural intention of consumers

Mishra,

Dubey

et al. 2023

IMDS

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PurposeThe purpose of this meta-analysis is to encapsulate the outcomes and generate meaningful conclusions by examining the factors that influence consumers' purchase and non-purchase behaviour intention in a virtual reality retailing context.Design/methodology/approachThis study integrates the outcomes from 52 studies, including 403 relationships involving 19,188 samples. The analysis was conducted using R-metafor and AMOS software.FindingsThe findings indicate that key factors that influence purchase and non-purchase behavioural intentions are virtual reality (VR)characteristics, virtual reality experience and consumer attitudes. VR experience is the strongest predictor for purchase decisions in virtual environment ,while consumer attitude towards VR most strongly influences the non-purchase behaviour of the consumers. Furthermore, the age of the respondents, cultural backgrounds (high vs low power distance) and gender moderate the relationship between consumers' attitudes and purchase and behaviour intentions.Practical implicationsMarketers can positively influence consumer attitudes and behavioural intentions by prioritizing the design of the virtual environment and facilitating unique experiences (by manipulating different sensory stimuli) in virtual retailing.Originality/valueThe current meta-analysis reconciles and reinforces the findings in the extant literature and provides a robust empirical generalization of the critical factors that influence consumers' purchase or behavioural intentions in a virtual retailing context.

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“…Today, consumers often utilize both online and offline channels in the shopping process. Specifically, the form of multi-channel shopping phenomenon called showrooming is increasingly being exhibited by consumers (Park and Hur, 2023; Zhang and Wen, 2023). Showrooming refers to the process of gathering product information offline before purchasing it online (Arora et al ., 2017; Liu et al ., 2023).…”

Section: Introductionmentioning

confidence: 99%

“…Arora et al ., 2022), whereas others utilized approaches for example, TAM-TPB (Arora and Sahney, 2018), the benefit/cost approach (Gensler et al ., 2017), the self-regulation theory (Rapp et al ., 2015) in showrooming context. Although these studies have improved our understanding of showrooming, we still lack a systematic approach to understanding why consumers become involved in showrooming behavior (Zhang and Wen, 2023). The extant studies have not addressed how those factors responsible for information search and evaluation influence showrooming, as showrooming is primarily related to the information search and evaluation stages of the purchase process.…”

Section: Introductionmentioning

confidence: 99%

Re-examining the showrooming phenomenon: the moderating role of consumers' maximizing tendency

Hsieh

Kumar

2023

APJML

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PurposeShowrooming presents a complex and evolving challenge to retail managers, as it signifies the emergence of new forms of exchange rules. The purpose of this research is to investigate how factors responsible for information search and evaluation affect showrooming and also consider the consumer mindset as a moderator.Design/methodology/approachThis research undertakes three experimental designs to investigate how the push (i.e. assortment size), pull (i.e. price discount), and mooring (i.e. sunk cost) factors influence consumers' showrooming intention. Specifically, consumers' maximizing tendency plays the role of moderator.FindingsThe results reveal that push, pull, and mooring factors are significantly related to consumers' showrooming intention. Furthermore, the findings show that maximizers have higher showrooming intention than satisficers in the context of the push, pull, and mooring factors.Originality/valueBy integrating the push-pull-mooring framework and the maximizing mindset theory, this research proposes a novel research model and the empirical testing results support six hypotheses. The findings add to the body of knowledge in showrooming behavior by taking consumer mindset into account. The results also provide implications for practitioners to develop their retail strategies.

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Physical or virtual showroom? The decision for omni-channel retailers in the context of cross-channel free-riding

Cited by 12 publications

References 45 publications

For showing only, for selling only, or for hybrid? Physical store deployment for a manufacturer in online retailing

For showing only, for selling only, or for hybrid? Physical store deployment for a manufacturer in online retailing

Virtual reality in retailing: a meta-analysis to determine the purchase and non-purchase behavioural intention of consumers

Re-examining the showrooming phenomenon: the moderating role of consumers' maximizing tendency

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