Research On The Showrooming Jump-dealing Behavior Of Clothing Industry Under Innovative E-commerce Model

In recent years,the rise and development of the new e-commerce models and the characteristic of the clothing industry,store browsing web purchasing(SBWP,or showrooming)widely emerges.The jump-dealing problem frequently occur in different industry,such as the clothing industry,medical,real estate agent and other retail industry.This paper studies the reason,regular pattern,and countermeasure of store browsing web purchasing jump-dealing behavior that widely present in the clothing industry.Jump-dealing behavior means that the customer go to the physical stores to experience the service of stores,but they purchase the same goods on the physical stores,this phenomenon in a foreign country is vividly called the "showrooming"phenomenon.First,the paper defined store browsing web purchasing(SBWP)jump-dealing behavior and distinguish the different situation which happens between different merchant.The problem arises under the background of new e-commerce,mainly caused by different channel price between online and offline.Although the jump-dealing behavior can close down outdated stores to some degree,it reduce the incentives and benefit of the physical retail store.On the base of above,the paper puts forward the corresponding countermeasures against the jump-dealing behavior,such as restraint mechanism of enterprise behavior and the firm's transformation upgrade of clothing industry.