Can Showrooming be defined as a Store Abuse in Terms of Consumer Ethics?

Abstract

The main purpose of this study is to evaluate the showrooming behavior of consumers from the point of view consumer ethics perspective with consumer, retailer and ethical dimensions, and to suggest a concept that can be used as a counterpart in the Turkish marketing literature in the word "showrooming".The literature has been reviewed on this subject and a conceptual study has been carried out in order to present a proposal about the translation of the concept into Turkish. There were no study has been found in the Turkish marketing literature related to this subject and it has been found that there is no Turkish equivalent of this concept. It is the first article written in the Turkish marketing literature and it is the first study that addresses this subject with ethics. 

Keywords

• retailing,showrooming,store abuse,consumer ethics

Tüketici Etiği Açısından Showrooming Mağaza İstismarı Olarak Tanımlanabilir mi?

Abstract

Bu çalışmanın temel amacı tüketicilerin showrooming davranışını tüketici, perakendeci ve etik boyutları ile ele alarak tüketici etiği bakış açısı ile bu davranışı değerlendirmek ve “showrooming” kelimesinin Türkçe pazarlama literatüründe karşılığı olarak kullanılabilecek bir kavram önermektir.Konu ile ilgili olarak literatür taranmış ve kavramın Türkçeye çevrilmesi konusunda bir öneri sunulması için kavramsal bir çalışma yapılmıştır. Türkçe pazarlama literatüründe konu ile ilgili yazılmış bir çalışma bulunamamış ve kavramın Türkçe karşılığının olmadığı bulunmuştur. Türkçe pazarlama literatüründe konu ile ilgili olarak yazılan ilk makaledir ve bu konuyu etik yaklaşımları ile ele alan ilk çalışmadır.

Keywords

• perakendecilik,showrooming,mağaza istismarı,tüketici etiği

References

1. Aktaş, K. (2014), “Etik-Ahlâk İlişkisi ve Etiğin Gelişim Süreci”, Uluslararası Yönetim ve Sosyal Araştırmalar Dergisi, 1 (2), 22-32
2. Altay, Ş. (2016), “Tüketicilerin Etik Algılamaları Üzerinde Demografik Faktörlerin Etkisinin Araştırılmasına Yönelik Bir Araştırma”, Ardahan Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 3, 201-215
3. Al-Khatib, J. A., Dobie, K. and Vitell, S. J. (1995), “Consumer Ethics in Developing Countries: An Empirical Investigation”, Journal of Euromarketing, 4 (2), 87-109American Marketing Association (2013), Statement of Ethics, Erişim Adresi: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx
4. Andreou, A. (2014), Showrooming is an opportunity for retail brands, not a threat, Erişim Adresi: https://www.campaignlive.co.uk/article/showrooming-opportunity-retail-brands-not-threat/1299020
5. Arora,S., Singha, K. And Sahney, S. (2017), “Understanding consumer’s showrooming behaviour: extending the theory of planned behavior”, Asia Pacific Journal of Marketing and Logistics, 29 (2)
6. Basak, S., Basu, P., Avittathur, B., and Sikdar, S. (2017), “A game theoretic analysis of multichannel retail in the context of showrooming”, Decision Support Systems, 103, 34-45.
7. Biao, N., Feng, Z., ve Jiafeng, Y. (2010), “The Impact of the Financial Crisis on Consumer Behavior and the Implications of Retail Revolution Overview of Consumer Behavior”, Marketing Science Innovations and Economic Development- Proceedings of 2010 Summit International Marketing Science and Management Technology Conference (487–493)
8. Bosman, J. (2011), Book Shopping in Stores, Then Buying Online, The New Tork Times, Erişm Adresi: https://mediadecoder.blogs.nytimes.com/2011/12/04/book-shopping-in-stores-then-buying-online/

9. Bustillo, M. and Zimmerman,A. (2010), Phone-Wielding Shoppers Strike Fear Into Retailers, Wall Street Journal, Erişim adresi: https://www.wsj.com/articles/SB10001424052748704694004576019691769574496
10. Butler, M (2013), Showrooming: are retailers ready to embrace it?, The Guardian, Erişim Adresi: https://www.theguardian.com/media-network/media-network-blog/2013/may/09/showrooming-retail-solution-e-commerce
11. Brooks, C. (2013), What is Showrooming?, Erişim Adresi: https://www.businessnewsdaily.com/4647-showrooming.html
12. Cacioppe, R., Forster,N. and Fox,M. (2008), “A Survey of Managers' Perceptions of Corporate Ethics and Social Responsibility and Actions That May Affect Companies' Success”, Journal of Business Ethics, 82 (3), 681-700
13. Campbell, A. (2013), The peril of ‘showrooming’, BBC News, Erişim Adresi: https://www.bbc.com/news/magazine-22098575
14. Canım-Alkan, S. (2016), “Türkçe Akademik Yazımda Çeviri ve Terim Sorunları”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, 45 (1), 78-79
15. Channel 7 (2012), How showrooming is hurting retailers?, WXYZ-TV Detroit | Channel 7, Erişim Adresi: https://www.youtube.com/watch?v=vdbB-kHkihw
16. Dailymail (2014), 'Showrooming' threat to shops, Erişim Adresi: http://www.dailymail.co.uk/news/article-2634499/Showrooming-threat-shops-Half-consumers-admit-using-mobiles-browse-deals-online-looking-visiting-stores.html
17. Erciş, A., Altay, Ş. ve Türk, B. (2017), “Tüketici Etiğinin Yeniden Satın Alma Davranışı Üzerindeki Etkisinin Suçluluk Duygusu Bağlamında İncelenmesi”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31 (2), 229- 242
18. Eser, Z., Korkmaz, S. ve Öztürk, A. S. (2011), Pazarlama: Kavramlar-İlkeler-Kararlar, 2. Baskı, Ankara: Siyasal KitabeviGensler, S., Neslin, S. A., and Verhoef, P. C. (2017), “The showrooming phenomenon: it's more than just about price”, Journal of Interactive Marketing, 38, 29-43
19. Jing, B. (2018), “Showrooming and Webrooming: Information Externalities Between Online and Offline Sellers”, Marketing Science, 37 (3), 469-483
20. Karaca, Ş., ve Gülmez, M. (2010), “Mobil Pazarlama: Kavramsal Bir Değerlendirme”, Akademik Yaklaşımlar Dergisi, 1(1), 69-81
21. Lawrence, K. (2015), Is it ethical to try offline but buy online?, Erişim Adresi: https://www.elliott.org/is-this-right/ethical-try-offline-buy-online/
22. Lau, A., Chi, J., Gong, F., Li, L. And Liao, N. (2015), China’s iConsumer 2015: A growing appetite for choice and change, McKinsey Company, Erişim Adresi: http://www.mckinseychina.com/wp-content/uploads/2015/02/China%E2%80%99s-iConsumer-_EN_FNL.pdf
23. Levy, M. And Weitz, B. A. (2011), Retail Management, 8th Edition, New York, Mcgraw Hill/Irwin
24. Liu, Q. (2013), “'Showrooming' and Price-Matching Guarantee”, Working Paper, Erişim Adresi: http://dx.doi.org/10.2139/ssrn.1862181
25. Luo, Q., L.-B. Oh, L. Zhang, and J. Chen (2014), “Examining the showrooming intention of mobile-assisted shoppers in a multichannel retailing environment”, Pacific Asia Conference on Information Systems 2014 Proceedings, Erişim Adresi: http://aisel.aisnet.org/pacis2014/141
26. Mehra, A., Kumar,S. and Raju,J. S., (2013), Showrooming and the Competition Between Store and Online Retailers, Erişim Adresi: http://dx.doi.org/10.2139/ssrn.2200420
27. Muncy, J. A. and Vitell, S. J. (1992), “Consumer Ethics: An Investigation of the Ethical Beliefs of the Final Consumer”, Journal of Business Research, 24(2), 297-311.
28. Nardalı, S. (2010). Etik Dışı Tüketici Davranışları, Ay, C.,Kartal, B., ve Nardalı, S. (Ed.). Pazarlamada Etik Yaklaşımlar, 308-334, Ankara: Detay Yayıncılık
29. Oyman, M. (2004), “Tüketici Etiği: Ülkelerarası Araştırmalara ve Demografik Faktörlere Dayalı Bir Araştırma”, Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 5 (2), 78-90.
30. Özyön, A. (2014), “Çeviri Sürecine Kaynak Metin Odaklı Yaklaşım”, International Journal of Languages’ Education and Teaching, 3 (1), 17-24
31. Rapp, A., Baker, T. L., Bachrach,D.G., Ogilvie,J. and Beitelspacher, L.S. (2015), “Perceived Customer Showrooming Behavior and the Effect on Retail Salesperson Self-efficacy and Performance”, Journal of Retailing, 91 (2), 358-369Rejón-Guardia,F. and Luna-Nevarez,C. (2017), ““Showrooming” in Consumer Electronics Retailing: An Empirical Study”, Journal of Internet Commerce, 16 (2), 174-201
32. Quain, J.R. (2012), Should you 'showroom' -- shop in stores, buy online -- your next gadget?, Fox News, Erişim Adresi: http://www.foxnews.com/tech/2012/04/18/ethics-showrooming-and-what-to-do-about-it.html
33. Quint, M., Rogers, D., and Ferguson, R. (2013), “Showrooming and the Rise of the Mobile-Assisted Shopper”. White Paper, Erişim Adresi: https://www.aimia.com/content/dam/aimiawebsite/CaseStudiesWhitepapersResearch/english/Aimia_MobileAssistedShopper.pdf
34. Saray, M. T. ve Hazer, O. (2017), “Etik Tüketici Ölçeğinin Türkçe Uyarlaması; Geçerlilik ve Güvenilirliğine İlişkin Bir Çalışma: Hacettepe Üniversitesi Örneklemi”, International Journal of Education Technology and Scientific Researches, 4, 258-283
35. Sarısakal, M.N. ve Aydın, M.A. (2003). “E-Ticaretin Yeni Yüzü Mobil Ticaret”, Havacılık ve Uzay Teknolojileri Dergisi, 1(2), 83-90
36. Schiffman, L. G., Kanuk, L. L., and Hansen, H. (2012), Consumer behaviour: A European Outlook, Second Edition, Essex: Pearson Education Limited.
37. Solomon, M. R. (2013), Consumer Behavior: Buying, Having and Being, Tenth Edition, Essex: Pearson Education Limited
38. Straub, E. (2011), Browse at a Bookstore, Buy at Amazon: The Evil of Showrooming, Erişim Adresi: http://entertainment.time.com/2011/12/08/amazons-evil-price-check-app-kicking-bookstores-while-theyre-down/
39. Şen, M. L. (2012), Kamu Görevlileri Etik Rehberi, Ankara: T.C. Başbakanlık Kamu Görevlileri Etik Kurulu, Erişim Adresi: http://www.tuik.gov.tr/jsp/duyuru/upload/KamuGorevlileriEtikRehberi.pdf
40. Tang, Q., Lin, M. and Kim, Y. (2016), “Showrooming vs. Competing: The Roles of Product Assortment and Price”, Collection School Of Information Systems, White Paper, Erişim Adresi: http://ink.library.smu.edu.sg/sis_research/2824
41. Tiwari,R., Buse,S. and Herstatt,C. (2008), “From Electronic to Mobile Commerce”, CACCI Journal, 1 (1), 1-12
42. Torlak, Ö. (2007). Pazarlama Ahlakı: Sosyal Sorumluluklar Ekseninde Pazarlama Kararları ve Tüketici Davranışlarının Analizi, 4. Baskı. İstanbul: Beta.
43. Ünal, A. ve Nardalı, S. (2010). İşletme ve Pazarlama Etiğine Giriş, Ay, C.,Kartal, B., ve Nardalı, S. (Ed.). Pazarlamada Etik Yaklaşımlar, 2-28, Ankara: Detay Yayıncılık
44. Valls, J.-F., Andrade, M. J., and Arribas, R. (2011), “Consumer attitudes towards brands in times of great price sensitivity: Four case studies”, Innovative Marketing, 7(2), 60–70.
45. Vitell, S. J., (2003), “Consumer Ethics Research: Review, Synthesis, and Suggestions for the Future”, Journal of Business Ethics, 43 (1), 33-47
46. Zimmerman, A. (2012a), Showdown Over 'Showrooming', Wall Street Journal, Erişim Adresi: https://www.wsj.com/articles/SB10001424052970204624204577177242516227440
47. Zimmerman, A. (2012b), Can Retailers Halt 'Showrooming'?, Wall Street Journal, Erişim Adresi: https://www.wsj.com/articles/SB10001424052702304587704577334370670243032
48. Zimmerman, A. (2012c), Best Buy to Boost Training, Services, Wall Street Journal, Erişim Adresi: https://www.wsj.com/articles/SB10001424052702304441404577480843789117080