A4 Article in conference proceedings
Who are the Showroomers? Socio-Demographic Factors Behind the Showrooming Behavior on Mobile Devices (2022)

Holkkola, M., Nyrhinen, J., Makkonen, M., Frank, L., Karjaluoto, H., & Wilska, T.-A. (2022). Who are the Showroomers? Socio-Demographic Factors Behind the Showrooming Behavior on Mobile Devices. In A. Pucihar, M. Kljajić Borštnar, R. Bons, A. Sheombar, G. Ongena, & D. Vidmar (Eds.), 35th Bled eConference : Digital Restructuring and Human (Re)action (pp. 113-128). University of Maribor. https://doi.org/10.18690/um.fov.4.2022.7

JYU authors or editors

Publication details

All authors or editorsHolkkola, Matilda; Nyrhinen, Jussi; Makkonen, Markus; Frank, Lauri; Karjaluoto, Heikki; Wilska, Terhi-Anna

Parent publication35th Bled eConference : Digital Restructuring and Human (Re)action

Parent publication editorsPucihar, Andreja; Kljajić Borštnar, Mirjana; Bons, Roger; Sheombar, Anand; Ongena, Guido; Vidmar, Doroteja


  • Bled eConference

Place and date of conferenceBled, Slovenia26.-29.6.2022


Publication year2022

Pages range113-128

Number of pages in the book824

PublisherUniversity of Maribor

Publication countrySlovenia

Publication languageEnglish


Persistent website addresshttps://press.um.si/index.php/ump/catalog/view/691/927/2370-1

Publication open accessOpenly available

Publication channel open accessOpen Access channel

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/83307


This quantitative study focuses on socio-demographic variables and their associations with different forms of showrooming behavior. The purpose of this study is to find which consumer groups based on age, gender, and income level are demographically the most probable showroomers, and how much each of these variables explain showrooming. The data used is a structured online survey from 1,028 Finnish omnichannel consumers aged between 18 and 75 years. We compare the means of demographic groups’ shares on different aspects of showrooming, and then use partial least squares structural equation modeling with confirmatory factor analysis to see how much each of the variables explain showrooming. The findings show that showrooming behavior is explained most by age, and that the most probable showroomers are younger consumers, higher income consumers and female consumers. The findings also show that finding information and better prices for the products are the most typical forms of showrooming.

Keywordspurchasingconsumer behaviourmultichannelmobile commerceelectronic commercebrick and mortar storesshopsproduct informationpricessociodemographic characteristics

Free keywordsshowrooming; omnichannel; consumer behavior; mobile shopping; socio-demographics

Contributing organizations

Ministry reportingYes

Reporting Year2022

JUFO rating1

Last updated on 2024-03-04 at 21:46