2026-03-06T11:21:37Z https://chuo-u.repo.nii.ac.jp/oai

oai:chuo-u.repo.nii.ac.jp:02002390 2025-06-12T07:44:30Z 1005:1749189799172

Exploration of Showrooming Customer Guilt in India and Japan Singh, Mahendra Showrooming E-commerce Brick-and-mortar Offline-merge-online Customer guilt application/pdf Purchase decisions are sometimes influenced by emotions. However, sometimes there are post-purchase emotions too, that influence the overall customer experience. In certain cases, there are positive post-purchase emotions such as happiness, joy, satisfaction, etc., while sometimes there are negative emotions such as anxiety, guilt, etc. The objective of this research is to understand whether there is an emotion of guilt when a customer collects the information, experiences a product or a service at a physical brick-and-mortar retail store, and then makes the purchase online. Both online and offline channels have their own respective strengths and weaknesses. From the customer’s point of view, both channels are important as they offer their own respective values to the customers. It is important that both channels are sustainable, either as independent retailing channels or offline-merge-online retailing. This research contributes to understanding the customer emotions related to showrooming and its impact on the overall customer experience. departmental bulletin paper 中央大学国際経営学部 2025-03-25 VoR 国際経営学論纂 4 87 96 2436-6110 https://chuo-u.repo.nii.ac.jp/record/2002390/files/2436-6110_4_087-096.pdf https://doi.org/10.24789/0002002390 https://chuo-u.repo.nii.ac.jp/records/2002390 eng この資料の著作権は、資料の著作者または学校法人中央大学に帰属します。著作権法が定める私的利用・引用を超える使用を希望される場合には、掲載誌発行部局へお問い合わせください。