Showrooming: An Exploratory Empirical Investigation Of Students' Attitudes And Behavior

Showrooming, or the activity of shopping in bricks-and-mortar stores and partaking in their services without payment, but making the purchase from a lower priced online retailer, can be detrimental to the survival of bricks-and-mortar stores. To gain insight into this phenomenon, this study examines how young-adult consumers with differing shopping orientations view showrooming. The results support the contention that consumers' shopping orientations affect their propensities to engage in showrooming activity.