Mobile-assisted ‘Showroomers’: Understanding their purchase journey and personalities

This article is a summary of research prepared for the ARA Research Committee by QUT Researchers Dr Sven Tuzovic ‘Mobile-assisted showrooming’ has become a popular shopping practice due to the shift from multi- to omnichannel environments, advances in information technologies, and changing consumer behaviour. This is when consumers research and evaluate products offline, then purchase […]
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