Assessing multi-channel consumers' convenience expectations of online order/in-store pickup service
by Hao Ma; Yong Su; Lih-Bin Oh
International Journal of Networking and Virtual Organisations (IJNVO), Vol. 14, No. 1/2, 2014

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.

Online publication date: Wed, 29-Oct-2014

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