Title THE SHOWROOMING AS A NEW BUYING HABIT. AN EXPLORATORY STUDY ON UNIVERSITY STUDENTS
Authors TAPIA FRADE, ALEJANDRO JOSÉ, Torinos Fernandez, Maria Cristina, TAPIA FRADE, ALEJANDRO JOSÉ
External publication No
Means Vivat Acad.
Scope Article
Nature Científica
Area International
Publication date 01/09/2014
ISI 000215552500005
DOI 10.15178/va.2014.128.82-91
Abstract Internet has been the precursor of changes in the buying process. in this article we show the showrooming process, that means to visit the physical store to see, touch and try the product, and make the purchase at an online retailer with more competitive prices, either at home or in-store. Thus, this paper presents the results of an exploratory study of a sample of 100 college students about this phenomenon. This study shows that internet shopping is an everyday act, specially for women, that shows more frequent and lower unit value in their buying process In this way, the showrooming is known primarily through social networks and blogs by about half of the women who visit showrooms, mainly about clothes and accessories, and less about technology. Similarly, an important check between non-practitioners claims to prefer a physical buying experience, and shows no interest in the buying mode was observed.
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