Study On The Behavior Selection And Influencing Factors Of "Showrooming"

With the continuous development of Internet and e-commerce,online shopping channels such as Taobao,t-mall,Jingdong and Amazon have gradually brought more and more convenience to consumers and have attracted many consumers because of their low cost and the obvious price advantage.Therefore,in the field of commodity retail,the phenomenon of "showrooming" has gradually emerged."Showrooming" behavior generally refers to the behavior that customers choose and experience products in physical stores,and then buy online at a lower price.This phenomenon exists in various industries in the field of commodity retailing.The book industry,clothing industry and electronic product industry are most affected and impacted,which seriously damaged the economic interests of traditional physical retailers,and greatly hit the enthusiasm of physical retailers to provide information services.Therefore,it is of great practical significance to study the emerging "showrooming" problem and explore its influencing factors and countermeasures,which will help traditional entity enterprises adjust their business strategies,enhance competitiveness and be prepared to meet the challenges of the new e-commerce model.Based on the previous studies,this paper first explains the economic nature of the phenomenon of "showrooming",and holds that this behavior is a kind of information free riding by rational consumers using the quasi common goods attribute and external economic characteristics of the traditional entity channel "shop selection" service under the dual source channel,and realizes the maximum utility by purchasing goods at low price through the network channel action.Then,the phenomenon of "showrooming" in typical industries such as books,clothing and electronic products is investigated and analyzed,and the characteristics of "showrooming" in different industries are summarized.Then,this paper puts forward the influencing factors of consumer’s "showrooming" behavior from three aspects of consumer’s personal attribute,enterprise attribute and product attribute,and holds that six factors,such as consumer’s income level and risk perception ability,enterprise’s industrial organization form and market power,product’s channel price difference and standardization degree,will make clear consumer’s "showrooming" behavior.And then put forward hypothesis.Then,by using the binary logit model,this paper verifies the hypothesis of the factors that influence the behavior of consumers in the book industry,clothing industry and electronic product industry,Finally,the mainly conclusions are:(1)In different industries,the main factorsthat significantly affect the behavior of consumers in the shop select online shopping are different.(2)Consumers’ risk perception,product channel price difference and standardization degree have a positive impact on "showrooming" behavior.(3)Consumers’ income level,enterprise’s industrial organization form and market power will have a negative impact on "showrooming" behavior.Based on the conclusions,this paper puts forward targeted countermeasures and suggestions for the book,clothing and electronic industry affected by "showrooming" to help them effectively alleviate the impact of "showrooming".The development prospects of different industries under the influence of "showrooming" are preliminarily predicted as well.