Consumer Showrooming: Value Co-destruction

Research output: Contribution to journalArticlepeer-review


External organisations

  • Cardiff University


Purpose: This research employs value co-destruction as a theoretical lens to investigate the antecedents of consumer showrooming behavior. Drawing on relevant literature, a research model specifying showrooming dynamics from the consumer's perspective is conceptualized and empirically tested.

Methodology: Utilizing survey data from 275 consumers, structural equation modelling is employed to assess a research model including thirteen hypotheses.

Findings: The study findings reveal that showrooming behavior is complex and comprises differing degrees of accumulative value co-destruction and value co-creation behavior across online and offline channels. Specifically, consumer characteristics, channel characteristics and product characteristics are shown to be associated with in-store value taking and online value co-destruction and co-creation.

Originality and value: Scholarly insights into the antecedents of consumer showrooming are rare. In responding to calls for research, this paper represents the first empirical investigation of consumer showrooming behavior utilizing the lens of value co-destruction. The study adds to academic understanding of the showrooming phenomena and demonstrates that co-destructive and co-creative behaviors can occur in a simultaneous, concurrent and iterative fashion. Focusing on practice, the findings reveal opportunities for experience-led shopping environments.


Original languageEnglish
Pages (from-to)166-176
JournalJournal of Retail and Consumer Services
Early online date17 Jun 2017
Publication statusPublished - 1 Sep 2017


  • consumer , showrooming , freeriding , research shopper , multi-channel shopping , co-destruction