Amerika Birleşik Devletleri'nde Showrooming’in Alışveriş Merkezleri Üzerindeki Etkileri: Sistematik Bir İnceleme

Öz

Bu çalışma, showrooming'in Amerika Birleşik Devletleri'ndeki (ABD) alışveriş merkezleri (AVM) ve fiziksel perakendeciler üzerindeki etkilerini sistematik literatür derlemesi yöntemiyle kapsamlı biçimde incelemektedir. Showrooming, tüketicilerin ürünleri mağazada deneyimleyip satın alımı çevrimiçi kanallar üzerinden gerçekleştirmesi olarak tanımlanmaktadır. PRISMA yönergeleri izlenerek 2010-2025 yılları arasında yayımlanan 31 makale analiz edilmiş ve bulgular üç tema altında toplanmıştır: perakendeci performansı, müşteri trafiği ve stratejik adaptasyon. Bulgular, showrooming'in değer yıkımı ile yeniden dağılımın eşzamanlılığı, trafik artışıyla gelir azalması ve stratejik tepkilerin koşula bağlı etkinliği olmak üzere üç temel paradoks yarattığını göstermektedir. Büyük omnichannel perakendeciler bu süreci avantaja dönüştürürken, küçük bağımsız işletmeler daha fazla zorluk yaşamaktadır. ABD örneği, gelişmiş e-ticaret altyapısı, ileri teknolojik uygulamaları ve köklü AVM kültürüyle adeta bir laboratuvar niteliği taşımaktadır. Bu nedenle ABD'deki deneyim, Türkiye gibi gelişmekte olan pazarlarda showrooming'in nasıl şekillenebileceğine dair önemli stratejik öngörüler sunmakta ve literatüre özgün bir katkı sağlamaktadır.

Anahtar Kelimeler

• Showrooming
• Alışveriş merkezi
• ABD
• E-Ticaret
• Tüketici davranışı

The Effects of Showrooming on Shopping Malls in the United States: A Systematic Review

Abstract

This study comprehensively examines the impact of showrooming on malls and brick-and-mortar retailers in the United States through a systematic literature review. Showrooming is defined as consumers experiencing products in-store and then purchasing through online channels. Thirty-one articles published between 2010 and 2025 were analyzed following PRISMA guidelines, and the findings are grouped under three themes: retailer performance, customer traffic, and strategic adaptation. The findings demonstrate that showrooming creates three fundamental paradoxes: the simultaneity of value destruction and redistribution, traffic growth and revenue decline, and the contingent effectiveness of strategic responses. While large omnichannel retailers capitalize on this process, small independent businesses face greater challenges The US example, with its advanced e-commerce infrastructure, advanced technological applications, and deep-rooted mall culture, serves as a laboratory. Therefore, the US experience offers important strategic insights into how showrooming might shape emerging markets like Turkey and provides a unique contribution to the literature.

Keywords

• Showrooming
• Shopping mall
• USA
• E-Commerce
• Consumer behavior

Kaynakça

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