"I'd have the operation just for the hope of a better job, something different from a salesgirl or an online store owner," she said.

她表示：“做手术目的就是想找一份好点的工作，我不想再做售货员或者是网店老板了。”

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Wang is an owner of a paper-packing factory in Guangzhou. The online store, which has been open for seven months, is just his sideline.

王雪生在广州拥有一家包装制品厂。而这家才开张七个月的网店只是他的副业而已。

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So for example, with the Next Big Thing campaign (Samsung Mobile TV commercial), the one with the folks standing in line in front of a nondescript store and a Galaxy S II owner coming by, those conversations were happening online.

FORBES: Samsung Mobile's Brian Wallace Discusses Successful Smartphone Campaign

It is no wonder merchants are feeling frustration and anger that their stores are being considered as little more than showrooms by some shoppers -- showrooms displaying merchandise that, if the people wandering the aisles go home and buy from an online vendor, will provide not a cent in revenue to the owner of the real store.

CNN: Will 'showrooming' kill businesses?