Showrooming effect a study of cross channel shoppers behavior and retail salespersons performance

Abstract

The study seeks to explore the showrooming phenomena, identify the motivational factors that drive showrooming intentions. The study assesses impact on cross-channel shopper s behavior and impact of perceived showrooming behavior on retail salesperson s self - efficacy and performance. In order to measure the impact of showrooming a scale has been developed. Further to understand the showrooming phenomena, the antecedents of showrooming have been derived using the qualitative study. The proposed hypothesis to determine the impact of perceived showrooming on the retail salesperson s performance and self -efficacy has been proved. Strategies to combat showrooming have been recommended in this study. newline