دانلود مقاله ISI انگلیسی شماره 41302
ترجمه فارسی عنوان مقاله

رفتار شوورومینگ ( حضور در فروشگاه برای بررسی قیمت ) ادراک شده مشتری و اثر آن بر خوداثربخشی و عملکرد خرده فروشی فروشنده

عنوان انگلیسی
Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
41302 2015 12 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing, Volume 91, Issue 2, June 2015, Pages 358–369

ترجمه کلمات کلیدی
خودکارآمدی - مقابله رفتار عملکرد فروشنده - نظریه خود تنظیم - خرید چند کانال
کلمات کلیدی انگلیسی
Showrooming; Self-Efficacy; Coping behaviors; Salesperson performance; Self-regulation theory; Multi-channel shopping
پیش نمایش مقاله
پیش نمایش مقاله  رفتار شوورومینگ ( حضور در فروشگاه برای بررسی قیمت ) ادراک شده مشتری و اثر آن بر خوداثربخشی و عملکرد خرده فروشی فروشنده

چکیده انگلیسی

The increasing product commoditization and price transparency afforded by online retail channels have left many brick and mortar stores bearing the costs associated with being used as a physical showroom without reaping the rewards of the final sale. As customers continue to take advantage of retail stores to gather information and turn to competing channels for purchasing, the role of the retail salesperson has shifted and retailers have been left without a clear understanding of how to manage this change in the retailing landscape. In this research, we first define “showrooming” – and investigate individual (i.e., salesperson)-level experiential consequences of perceived showrooming. We find negative relationships between perceived showrooming and salesperson self-efficacy and salesperson performance, which are positively moderated by salesperson coping strategies and cross-selling strategies. Our findings suggest that the negative effects of showrooming can be combated though specific salesperson behaviors and strategies. Further, exploratory findings at the store level reaffirm a negative relationship between perceived showrooming behaviors and performance. Finally, we discuss the theoretical and practical implications of our findings and offer specific managerial actions to address showrooming.