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Showrooming im stationren Einzelhandel
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Rund drei von vier Deutschen lassen sich in einem Fachgeschft ausfhrlich beraten, kaufen jedoch die Ware spter im Internetshop eines Wettbewerbers. Dieses als Showrooming bezeichnete Konsumverhalten ist mit der steigenden Akzeptanz des Onlinehandels zu einer wachsenden Herausforderung des stationren Handels geworden. Andr Schneider entwickelt auf Basis der Behavioral Reasoning Theory ein Erklrungsmodell des Showroomingverhaltens und testet es empirisch. Der Autor gewhrt mit der Untersuchung nicht nur tiefgreifende Einsichten in das opportunistische Kaufverhalten im Multi-Channel-Kontext des Handels, sondern liefert auch wertvolle Erkenntnisse fr die Praxis.
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