Consumer showrooming with supplier encroachment and omnichannel retailing
研究了在供应商开设线上渠道和零售商采用全渠道策略时，消费者展厅现象（先实体店体验后线上购买）对双方利润的影响，发现当消费者访问实体店的不便成本和零售商每笔访问的额外收入处于中等水平时，双方都能受益。
Abstract Consumers with uncertainty about product value often evaluate a product in a physical store but then purchase it online at a lower price. This popular shopping behavior is referred to as “showrooming.” Recent studies find that showrooming adversely affects the retailer. The advance of e‐commerce has attracted an increasing number of suppliers to the practice of building an online channel alongside their preexisting traditional retail channel and has encouraged numerous retailers to embark on the practice of omnichannel retailing. We explore the effects of consumer showrooming within a framework of both supplier encroachment and retailer omnichannel retailing where two types of consumer showrooming behaviors exist: intershowrooming and intrashowrooming. Our results show that both the supplier and the retailer can benefit from consumer showrooming when the consumers' hassle costs associated with visiting the retailer and the retailer's additional revenue associated with each visit are intermediate. Moreover, the retailer's omnichannel strategy may shrink this “win‐win” range because an extra online channel for the retailer will aggravate the competition effect of showrooming.