Abstract: With the development of multi-channel in retail business and mobile electronic technology, the phenomenon of showrooming is becoming more and more common, and is seriously striking the performance of physical stores. From the perspective of JD-R model, this research explores the influences of this change on salespeople, and individual factors that help them cope with the situation. With a sample of 244 salespeople, and the method of questionnaire survey, the study finds that the perception of showrooming would simultaneously enhance salespeople's challenge and hindrance stressors, and challenge stressors increase creativity while hindrance stressors reduce it. In addition, customer orientation strengthens the mediating role of challenge stressors, while diminishes the mediating role of hindrance stressors. At last, salespeople's creativity promotes sales performance.

Key words: showrooming, creativity, challenge stressor, hindrance stressor, customer orientation