Assessing multi-channel consumers' convenience expectations of online order/in-store pickup service. (1st January 2014)

• Record Type: Journal Article
• Authors: Ma, Hao; Su, Yong; Oh, Lih-Bin
• Is Part Of: International journal of networking and virtual organisations. Volume 14:Number 1/2(2014)
• Page Start: 146
• Page End: 159
• Publication Date: 2014-01-01
• Subjects: multi-channel retailing -- online order/in-store pickup -- OOIP -- service convenience -- need for control; Computer networks -- Periodicals; Information networks -- Periodicals; Virtual corporations -- Periodicals; Electronic commerce -- Periodicals; Management information systems -- Periodicals; Management -- Data processing -- Periodicals; 004.65
• Languages: English
• ISSNs: 1470-9503

Abstract

'Online order/in-store pickup (OOIP)' service allows customers to self-collect their online orders from the retailers' physical store at their convenience. This service brings unprecedented control to multi-channel consumers in the order fulfilment process. This paper examines how the need for control, a fundamental psychological trait, impacts multi-channel consumers' expectation of the level of service convenience that OOIP provides. Data were collected from 351 Chinese consumers to assess the effect of a need for control on decision convenience, access convenience, transaction convenience and post-benefit convenience. Findings suggest that consumers' need for control positively affected their expectations on all four types of service convenience. We provide theoretical and managerial implications arising from the findings.