Webrooming ve Showrooming Üzerine Bir Literatür Taraması

Öz

Günümüzde tüketiciler, ihtiyaç ve isteklerini birçok kanal üzerinden eş zamanlı olarak karşılamaktadır. İşletmelerde tüketicilere ulaşmak için kullandığı tüm kanalları entegre ederek tek kanal stratejisi uygulamaktadır. Bu yolla işletmeler daha iyi bir müşteri deneyimi oluşturmakta ve müşterilerinin yaşam değerini arttırabilmektedir. Tüm kanal stratejisi olarak ifade edilen bu yaklaşımda, işletmeler webrooming’i çevrimdışı, showrooming’i çevrimiçi kanallara taşımaktadır. Webrooming ve showrooming, perakendecilik sektöründe yerlerini almış ve satın alma sürecinin önemli bir parçası haline gelmiştir. Bu çalışmada iki kavrama ilişkin literatür taramasıyla kavramsal bir alt yapı oluşturularak, bu konudaki araştırma boşluklarının belirlenmesi ve gelecekteki araştırmalara katkı sağlamak amaçlanmaktadır. Bu amaçlar doğrultusunda Web of Science (WoS) veri tabanında taranan toplam 29 adet makalenin literatür incelemesi gerçekleştirilmiştir. Çalışmada, webrooming ve showrooming’i tercih eden tüketici özelliklerine, tercih etme sebeplerine ve bu kavramların perakendeciler ile olan ilişkisine ilişkin bulgulara ulaşılmıştır.

Anahtar Kelimeler

• Webrooming
• showrooming
• tüm kanal stratejisi

A Literature Review on Webrooming and Showrooming

Öz

Today, consumers meet their needs and demands simultaneously through many channels. Businesses apply a single channel strategy by integrating all the channels used to reach consumers. In this way, businesses can create a better customer experience and increase customer life value. In approach, which is expressed as a whole channel strategy, businesses move webrooming to offline channels and showrooming to online channels. Webrooming and showrooming have taken their place in the retail sector and have become an important part of the purchasing process. In this study, it is aimed to determine the research gaps in this subject and to contribute to future research by creating a conceptual infrastructure with a literature review of the two concepts. For these purposes, a literature review of a total of 29 articles scanned in the Web of Science (WoS) database was conducted. The study, the findings related to the characteristics of consumers who prefer webrooming and showrooming, the reasons for preferring and the relationship of these concepts with retailers have been reached.

Anahtar Kelimeler

• Webrooming
• showrooming
• omnichannel strategy

Kaynakça

1. Akturk, M. S., & Ketzenberg, M. (2022). Impact of competitor store closures on a major retailer. Production and Operations Management, 31(2), 715-730.
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4. Beck, N. & Rygl, D. (2015). Categorization of multiple channel retailing in multi-cross, and omni‐channel retailing for retailers and retailing, Journal of Retailing and Consumer Services, 27, 170-178.
5. Burke, R. R. (2002). Technology and the customer interface: What consumers want in the physical and virtual store. Journal of The Academy of Marketing Science, 30(4), 411-432.
6. Fernández, N. V., Pérez, M. J. S., & Vázquez-Casielles, R. (2018). Webroomers versus showroomers: Are they the same?, Journal of Business Research, 92, 300-320.
7. Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459–476.
8. Flavián, C., Gurrea, R., & Orús, C. (2019). Feeling confident and smart with webrooming: Understanding the consumer's path to satisfaction. Journal of Interactive Marketing, 47, 1-15.

9. Flavián, C., Gurrea, R., & Orús, C. (2020). Combining channels to make smart purchases: The role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52 (2020). https://doi.org/10.1016/j.jretconser.2019.101923
10. Goraya, M. A. S., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2020). The impact of channel integration on consumers’ channel preferences: Do showrooming and webrooming behaviors matter?, Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102130
11. Guo, Y., Zhang, M., & Wang, V. L. (2021). Webrooming or showrooming? The moderating effect of product attributes. Journal of Research in Interactive Marketing, 16 (4), 534-550.
12. Gupta, V. K., Dakare, S., Fernandes, K. J., Thakur, L. S., & Tiwari, M. K. (2021). Bilevel programming for manufacturers operating in an omnichannel retailing environment. IEEE Transactions on Engineering Management. DOI: 10.1109/TEM.2021.3090653