Showrooming is a behavior of information gathering in offline stores before purchasing from an online retailer (usually at a lower price). As showrooming is a serious problem for offline retailers, this study investigates how they can compensate a price disadvantage against the online channel with service strategies. Two experiments examine the effects of (1) offline price disadvantage levels and service usage and (2) service quality and availability on showrooming. Results indicate that mere service usage can partly compensate price disadvantages. While service quality reduces showrooming, service availability only shows an impact when quality is high. Price fairness mediates these effects.

陈列室是在从在线零售商购买之前（通常以较低的价格）在离线商店中收集信息的行为。由于陈列室对于线下零售商来说是一个严重的问题，因此本研究调查了他们如何通过服务策略弥补在线渠道的价格劣势。两个实验检查了（1）离线价格劣势水平和服务使用情况，以及（2）服务质量和可用性对陈列室的影响。结果表明，仅使用服务就可以部分弥补价格上的劣势。虽然服务质量降低了陈列室的数量，但服务可用性仅在质量较高时才会显示影响。价格公平介导了这些影响。