{"id":"https://openalex.org/W7164409413","doi":"https://doi.org/10.3390/jtaer21060186","title":"Virtual Showroom Strategies for E-Tailers Towards Cross-Channel Purchasing Behavior of Consumers","display_name":"Virtual Showroom Strategies for E-Tailers Towards Cross-Channel Purchasing Behavior of Consumers","publication_year":2026,"publication_date":"2026-06-11","ids":{"openalex":"https://openalex.org/W7164409413","doi":"https://doi.org/10.3390/jtaer21060186"},"language":"en","primary_location":{"id":"doi:10.3390/jtaer21060186","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21060186","pdf_url":null,"source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.3390/jtaer21060186","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5138399162","display_name":"Zichao Jia","orcid":"https://orcid.org/0009-0003-0788-4347"},"institutions":[{"id":"https://openalex.org/I204831749","display_name":"Southwestern University of Finance and Economics","ror":"https://ror.org/04ewct822","country_code":"CN","type":"education","lineage":["https://openalex.org/I204831749"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Zichao Jia","raw_affiliation_strings":["School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China"],"raw_orcid":"https://orcid.org/0009-0003-0788-4347","affiliations":[{"raw_affiliation_string":"School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China","institution_ids":["https://openalex.org/I204831749"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5076792499","display_name":"Junfeng Tian","orcid":"https://orcid.org/0000-0001-8566-7012"},"institutions":[{"id":"https://openalex.org/I204831749","display_name":"Southwestern University of Finance and Economics","ror":"https://ror.org/04ewct822","country_code":"CN","type":"education","lineage":["https://openalex.org/I204831749"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Junfeng Tian","raw_affiliation_strings":["School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China"],"raw_orcid":"https://orcid.org/0000-0001-8566-7012","affiliations":[{"raw_affiliation_string":"School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China","institution_ids":["https://openalex.org/I204831749"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5138482777","display_name":"Chenyu Tian","orcid":null},"institutions":[{"id":"https://openalex.org/I258800397","display_name":"New York University Shanghai","ror":"https://ror.org/02vpsdb40","country_code":"CN","type":"education","lineage":["https://openalex.org/I258800397","https://openalex.org/I57206974"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chenyu Tian","raw_affiliation_strings":["New York University Shanghai, Shanghai 200124, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"New York University Shanghai, Shanghai 200124, China","institution_ids":["https://openalex.org/I258800397"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5115602420","display_name":"Yong Liu","orcid":"https://orcid.org/0000-0001-6037-4926"},"institutions":[{"id":"https://openalex.org/I204831749","display_name":"Southwestern University of Finance and Economics","ror":"https://ror.org/04ewct822","country_code":"CN","type":"education","lineage":["https://openalex.org/I204831749"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yong Liu","raw_affiliation_strings":["School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China","institution_ids":["https://openalex.org/I204831749"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":{"value":1000,"currency":"CHF","value_usd":1114},"apc_paid":{"value":1000,"currency":"CHF","value_usd":1114},"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.71076261,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"21","issue":"6","first_page":"186","last_page":"186"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.5336999893188477,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11536","display_name":"Consumer Retail Behavior Studies","score":0.5336999893188477,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10328","display_name":"Supply Chain and Inventory Management","score":0.1581999957561493,"subfield":{"id":"https://openalex.org/subfields/1404","display_name":"Management Information Systems"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12306","display_name":"Urban and Freight Transport Logistics","score":0.08070000261068344,"subfield":{"id":"https://openalex.org/subfields/2215","display_name":"Building and Construction"},"field":{"id":"https://openalex.org/fields/22","display_name":"Engineering"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/purchasing","display_name":"Purchasing","score":0.7221999764442444},{"id":"https://openalex.org/keywords/leverage","display_name":"Leverage (statistics)","score":0.5891000032424927},{"id":"https://openalex.org/keywords/profit","display_name":"Profit (economics)","score":0.47530001401901245},{"id":"https://openalex.org/keywords/virtual-machine","display_name":"Virtual machine","score":0.3668000102043152},{"id":"https://openalex.org/keywords/competition","display_name":"Competition (biology)","score":0.35830000042915344},{"id":"https://openalex.org/keywords/duopoly","display_name":"Duopoly","score":0.33820000290870667},{"id":"https://openalex.org/keywords/online-business","display_name":"Online business","score":0.3249000012874603}],"concepts":[{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.7221999764442444},{"id":"https://openalex.org/C153083717","wikidata":"https://www.wikidata.org/wiki/Q6535263","display_name":"Leverage (statistics)","level":2,"score":0.5891000032424927},{"id":"https://openalex.org/C181622380","wikidata":"https://www.wikidata.org/wiki/Q26911","display_name":"Profit (economics)","level":2,"score":0.47530001401901245},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4666999876499176},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.4526999890804291},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.40779998898506165},{"id":"https://openalex.org/C25344961","wikidata":"https://www.wikidata.org/wiki/Q192726","display_name":"Virtual machine","level":2,"score":0.3668000102043152},{"id":"https://openalex.org/C91306197","wikidata":"https://www.wikidata.org/wiki/Q45767","display_name":"Competition (biology)","level":2,"score":0.35830000042915344},{"id":"https://openalex.org/C180456769","wikidata":"https://www.wikidata.org/wiki/Q750207","display_name":"Duopoly","level":3,"score":0.33820000290870667},{"id":"https://openalex.org/C2986873142","wikidata":"https://www.wikidata.org/wiki/Q734253","display_name":"Online business","level":3,"score":0.3249000012874603},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.32249999046325684},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.3172999918460846},{"id":"https://openalex.org/C79974875","wikidata":"https://www.wikidata.org/wiki/Q483639","display_name":"Cloud computing","level":2,"score":0.31610000133514404},{"id":"https://openalex.org/C194969405","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual reality","level":2,"score":0.2761000096797943},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.26579999923706055},{"id":"https://openalex.org/C2777999536","wikidata":"https://www.wikidata.org/wiki/Q2399498","display_name":"Display advertising","level":4,"score":0.25609999895095825}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/jtaer21060186","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21060186","pdf_url":null,"source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:336e4490dfbc49728ec57b8146bc36eb","is_oa":false,"landing_page_url":"https://doaj.org/article/336e4490dfbc49728ec57b8146bc36eb","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research, Vol 21, Iss 6, p 186 (2026)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/jtaer21060186","is_oa":true,"landing_page_url":"https://doi.org/10.3390/jtaer21060186","pdf_url":null,"source":{"id":"https://openalex.org/S27967161","display_name":"Journal of theoretical and applied electronic commerce research","issn_l":"0718-1876","issn":["0718-1876"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Theoretical and Applied Electronic Commerce Research","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G6427469185","display_name":"\u65b0\u96f6\u552e\u5546\u5bb6\u7684\u4ea7\u54c1\u4ea4\u4ed8\u6e20\u9053\u4e0e\u7ade\u4e89\u5b9a\u4ef7\u7814\u7a76","funder_award_id":"71972158","funder_id":"https://openalex.org/F4320321001","funder_display_name":"National Natural Science Foundation of China"}],"funders":[{"id":"https://openalex.org/F4320321001","display_name":"National Natural Science Foundation of China","ror":"https://ror.org/01h0zpd94"}],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":39,"referenced_works":["https://openalex.org/W1887804621","https://openalex.org/W2035970389","https://openalex.org/W2104212223","https://openalex.org/W2117355159","https://openalex.org/W2129204218","https://openalex.org/W2139310393","https://openalex.org/W2167181457","https://openalex.org/W2210810938","https://openalex.org/W2486612223","https://openalex.org/W2752622715","https://openalex.org/W2763378585","https://openalex.org/W2768468981","https://openalex.org/W2782973838","https://openalex.org/W2783250518","https://openalex.org/W2802714118","https://openalex.org/W2921977421","https://openalex.org/W2991181945","https://openalex.org/W2995551760","https://openalex.org/W3026663849","https://openalex.org/W3080732549","https://openalex.org/W3093603075","https://openalex.org/W3111121152","https://openalex.org/W3121540823","https://openalex.org/W3123100403","https://openalex.org/W3126022826","https://openalex.org/W4210431102","https://openalex.org/W4225009129","https://openalex.org/W4280552484","https://openalex.org/W4293370108","https://openalex.org/W4313398191","https://openalex.org/W4381952864","https://openalex.org/W4382985702","https://openalex.org/W4385504364","https://openalex.org/W4386102991","https://openalex.org/W4387134452","https://openalex.org/W4391693443","https://openalex.org/W4406069490","https://openalex.org/W4415008315","https://openalex.org/W7128202122"],"related_works":[],"abstract_inverted_index":{"In":[0],"a":[1,8,22,31,63,81,100,124,143,189],"duopoly":[2],"market":[3],"comprising":[4],"an":[5],"e-tailer":[6,119,140],"and":[7,177,198],"physical":[9,44,196],"retailer,":[10,197],"we":[11,94],"develop":[12],"analytical":[13],"models":[14],"to":[15,25,69,112,146,160],"explore":[16],"the":[17,88,96,108,113,118,139,150,163,184,193,195],"e-tailer\u2019s":[18],"strategy":[19,172],"of":[20,110,165],"introducing":[21,123],"virtual":[23,32,89,101,125,144,170,185],"showroom":[24,33,70,90,102,126,145,171,186],"alleviate":[26],"consumers\u2019":[27],"fit":[28,167],"uncertainty.":[29],"While":[30],"can":[34,120,141,187],"increase":[35],"online":[36,54,65,83],"consumer":[37],"traffic,":[38],"consumers":[39,61],"may":[40],"instead":[41],"purchase":[42],"from":[43,122],"stores":[45],"(i.e.,":[46,55],"webrooming)":[47],"or":[48],"reduce":[49],"offline":[50,72],"browsing":[51],"before":[52],"buying":[53],"showrooming).":[56],"Our":[57],"findings":[58],"indicate":[59],"that":[60],"with":[62,80],"moderate":[64,136,178],"hassle":[66,84],"cost":[67,74,85,109,130,152],"tend":[68],"when":[71,107],"travel":[73,111,137,179],"is":[75,115,131,153],"not":[76,132,154],"high,":[77,117,156],"whereas":[78],"those":[79],"high":[82,176],"rely":[86],"on":[87,169],"for":[91,192],"webrooming.":[92],"Therefore,":[93],"identify":[95],"conditions":[97],"under":[98],"which":[99],"should":[103],"be":[104],"introduced.":[105],"Specifically,":[106],"store":[114],"relatively":[116],"profit":[121],"if":[127,149],"its":[128],"return-handling":[129,151],"too":[133,155],"low.":[134],"Under":[135,181],"cost,":[138],"leverage":[142],"weaken":[147],"competition":[148],"enabling":[157],"both":[158],"retailers":[159],"benefit.":[161],"Notably,":[162],"impact":[164],"product":[166],"probability":[168],"decisions":[173],"reverses":[174],"between":[175],"costs.":[180],"specific":[182],"conditions,":[183],"achieve":[188],"\u201cwin-win-win\u201d":[190],"situation":[191],"e-tailer,":[194],"consumers.":[199]},"counts_by_year":[],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2026-06-12T00:00:00"}