The effect of assortment and fulfillment on shopping assistance and efficiency: An e-tail servicescape perspective. (March 2021)

• Record Type: Journal Article
• Authors: Kautish, Pradeep; Paul, Justin; Sharma, Rajesh
• Is Part Of: Journal of retailing and consumer services. Volume 59(2021)
• Publication Date: 2021-03
• Subjects: Product assortment -- Shopping assistance -- Reliability -- Order fulfillment -- e-tail -- Shopping efficiency; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102393
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The study focuses on comparative effectiveness of two e-tail servicescape dimensions, e.g., product assortment and order fulfillment on consumers' online purchase intentions for fashion apparel shopping. The mediating effect of shopping assistance and efficiency between e-tail servicescape dimensions and purchase intentions is examined. Additionally, the moderating influence of fulfillment reliability between e-tail servicescape dimensions and shopping assistance is also examined. The survey instrument was used to execute the study and data were gathered from 442 participants from the national capital of India. The hypothesized relationships were verified using covariance-based structural equation modelling (CB-SEM), hierarchical regression analytics (HRA), and bootstrap procedure. The findings reveal that there are certain e-tail value disposition oriented benefits in investing order fulfillment landscape over product assortment. The mediating role of shopping assistance and shopping efficiency is empirically verified and the moderating influence of fulfillment reliability is also confirmed. Graphical abstract: Image 1 Highlights: The comparative effect of product assortment and order fulfillment on purchase intentions. Order fulfillment better influence the SA, SE and purchase intentions. Hierarchical regression analytics (HRA) detected the moderating influence of fulfillment reliability. Indirect influence of product assortment on purchase intentions mediated by SA and SE was significant. Indirect influence of order fulfillment on purchase intentions mediated by SA and SE was significant.