Showrooming vs. Competing: How does Brand Selection Matter?
Conference Proceeding Article
In this study, we empirically examine the effect of local shoe store openings on the sales of a competing, major online shoe retailer. Both showrooming and competing effects can play a role: Under the showrooming effect, the local store opening can lead to more online sales for the online retailer, whereas the competing effect created by the local store opening can substitute away the demand for the online retailer. We examine when one effect dominates the other by classifying local stores into single- and mixed-brand stores. We find that the showrooming effect is dominant for a single-brand store opening, and the competing effect is dominant for a mixed-brand store opening. Our work contributes to the multi-channel literature by studying the channel effects across different retailers. The findings also provide novel insights through identifications of both positive and negative store opening effects on online sales.
Electronic commerce, Online and offline markets, Showrooming, Propensity score
Information Systems and Management
CSWIM 2015: Proceedings of the 9th China Summer Workshop on Information Management: June 27-28, 2015, Hefei, China
City or Country
Qian TANG and Mei LIN.
Showrooming vs. Competing: How does Brand Selection Matter?. (2015). CSWIM 2015: Proceedings of the 9th China Summer Workshop on Information Management: June 27-28, 2015, Hefei, China. 162-167. Research Collection School Of Information Systems.
Available at: http://ink.library.smu.edu.sg/sis_research/2811