Showrooming phenomenon – A grounded theory investigation of the showrooming phenomenon via a customer’s lens
Problem: Showrooming phenomenon refers to the customer behavior of physically experiencing the product in a physical store before purchasing it from online stores. It is becoming increasingly prevalent today and has attracted the interest of academia. However, the majority of the existing studies ex...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39711 |