A LITERATURE REVIEW ON SHOWROOMING BEHAVIOR

Abstract

Author(s): Ayd?n ZDEM?R Hakan K?TAPCI

Showrooming behaviour, which is suggested to be translate into Turkish literature as “Store Abuse” in some scientific studies, is common shopper behaviour which means that consumers examine a product that desire to purchase in the physical store of retailers then purchase the product as online. In literature showrooming behaviour is usually addressed form negative point of view using a quantitative approach. In this study Theoretical framework of showrooming behaviour is discussed and ten scientific studies that is published on this subject is subjected to content analysis using the criteria of “The Purpose of Study and Theoretical Underpinnings”, “Methodology, “Results” and “Limitations”. It can be said that common result of reviewed scientific studies is that there is a relationship between knowledge, skill and talents of sales person and, attitudes of customer towards online shopping and, showrooming behaviour.

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