Showrooming im stationären Einzelhandel

Around three out of four Germans seek extensive advice in a specialty store but later purchase the product from a competitor's online shop. This consumer behavior, known as showrooming, has become an increasing challenge for brick-and-mortar retail due to the growing acceptance of online shopping. André Schneider develops an explanatory model of showrooming behavior based on Behavioral Reasoning Theory and tests it empirically. The study not only provides profound insights into opportunistic buying behavior in the multi-channel context of retail but also offers valuable findings for practice.

The content includes:

• Reasons for and against showrooming from the consumer's perspective
• An explanatory model of intention and attitude towards opportunistic buying behavior in the multi-channel retail environment
• Service and convenience orientation as an opportunity for brick-and-mortar retail

Target audiences:

• Lecturers and students in business studies with a focus on marketing, retail, and sales
• Professionals and executives in marketing, service, and retail management

The author:
André Schneider earned his doctorate at the Chair of Marketing and Retail Management at the Faculty of Business Sciences at Chemnitz University of Technology. Since 2015, he has been a professor of sports management at Mittweida University of Applied Sciences.