6533b830fe1ef96bd12979f5

RESEARCH PRODUCT

Consumer Motivations for Click-and-Collect and Home Delivery in Online Shopping

Alejandro Mollá-descalsMaria-jose Miquel-romeroMarta Frasquet-deltoro

subject

GratificationOrientation (mental)Cross channelAdvertisingDelivery riskBusiness

description

Multichannel retailers are implementing cross-shopping options such as click-and-collect with the objective of better serving their customers. When consumers shop online to multichannel retailers they usually can choose between home delivery or click-and-collect (delivery at a nearby store). In this paper we investigate the consumers’ motivations behind this choice. Our results reveal that click-and-collect is explained by higher hedonic orientation whereas home delivery is explained by convenience orientation. Immediate gratification, and perceived delivery risk do not play a significant role in the choice.

yearjournalcountryeditionlanguage
2018-01-01
https://doi.org/10.1007/978-3-319-92084-9_13