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還記得曾經(jīng)的網(wǎng)購(gòu)“抄號(hào)族”嗎？他們到商場(chǎng)試好要買的衣服，將衣服的號(hào)碼抄下，然后到網(wǎng)上以低價(jià)購(gòu)入。其實(shí)，他們只是showroomer（先逛店后網(wǎng)購(gòu)族）中的群體之一。很多人在買電子產(chǎn)品之前也會(huì)先到實(shí)體店試用一下才到網(wǎng)上下單的。這些行為統(tǒng)稱為showrooming。

Showrooming is the practice of going to a conventional store to look at a product and then buying it online for a cheaper price.

Showrooming指先到傳統(tǒng)實(shí)體店查看某件商品，然后到網(wǎng)上以較低的價(jià)格將該商品購(gòu)入的行為，我們可以稱之為“先逛店后網(wǎng)購(gòu)”。

There are certain things we may want to see before we buy, because any written description or image on the web, no matter how detailed, is just no substitute for looking at the real thing. This is where showrooming kicks in. We pop down to our local bricks-and-mortar retailer who has spent precious time and money displaying products in an appealing way, and check the thing out. If satisfied, we then go home and buy said item from an online retailer, who can give us a much better deal because it doesn't have the costly overheads associated with displaying products for consumers to examine.

我們?cè)谫?gòu)買某些產(chǎn)品之前總希望能親眼看一下，因?yàn)闊o(wú)論網(wǎng)上的文字描述和圖片展示多么詳盡，仍然無(wú)法代替親眼看到實(shí)物的體驗(yàn)。于是，“先逛店后網(wǎng)購(gòu)”就出現(xiàn)了。我們跑到當(dāng)?shù)氐膶?shí)體店去查看想買的那件商品，這些實(shí)體店都是商家花了大量時(shí)間和資金精心布置的。如果我們對(duì)商品滿意，就回家從網(wǎng)絡(luò)零售商那里將其買下，因?yàn)榫W(wǎng)絡(luò)零售商不用在陳列商品方面有額外成本支出，所以我們的成交價(jià)格會(huì)比實(shí)體店低很多。

Showrooming, it seems, is particularly prevalent in the purchase of electronic products, where consumers may like to test before they buy. People who engage in the practice, dubbed showroomers, often use mobile phones to check out the online prices whilst physically holding the product in a conventional store.

(Source: macmillandictionary.com)

“先逛店后網(wǎng)購(gòu)”現(xiàn)象似乎在購(gòu)買電子產(chǎn)品時(shí)更常見(jiàn)，因?yàn)楹芏嗳嗽谫?gòu)買電子產(chǎn)品之前都愿意試用一下。那些“先逛店后網(wǎng)購(gòu)”的顧客被稱為showroomer（先逛店后網(wǎng)購(gòu)族），他們通常都是在實(shí)體店拿著實(shí)物商品，然后用手機(jī)查看該商品的網(wǎng)購(gòu)價(jià)格。

相關(guān)閱讀

網(wǎng)購(gòu)“抄號(hào)族”

網(wǎng)購(gòu)“后悔期”

網(wǎng)購(gòu)時(shí)代的monitor shopping

購(gòu)物后的“買家懊悔”情緒

（中國(guó)日?qǐng)?bào)網(wǎng)英語(yǔ)點(diǎn)津 Helen）

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