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Showrooming: the effect of gender

Author

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  • David J. Burns
  • Pola B. Gupta
  • Jennifer Hutchins

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.

Suggested Citation

  • David J. Burns & Pola B. Gupta & Jennifer Hutchins, 2019. "Showrooming: the effect of gender," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 29(1), pages 99-113, January.
    • Handle: RePEc:taf:jgsmks:v:29:y:2019:i:1:p:99-113
    DOI: 10.1080/21639159.2018.1551725
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    Cited by:

    1. Jiang, Yan & Kim, Jeeyeon & Choi, Jeonghye & Kang, Moon Young, 2020. "From clicks to bricks: The impact of product launches in offline stores for digital retailers," Journal of Business Research, Elsevier, vol. 120(C), pages 302-311.
    2. María Alesanco-Llorente & Eva Reinares-Lara & Jorge Pelegrín-Borondo & Cristina Olarte-Pascual, 2023. "The mobile-assisted showroomer’s dilemma: where to buy? Actions to prevent sales leakage," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-8, December.

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