EconPapers    
Economics at your fingertips  
 

How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM

Paulo Duarte, Susana Silva () and Margarida Bernardo Ferreira

Journal of Retailing and Consumer Services, 2018, vol. 44, issue C, 161-169

Abstract: The purpose of this article is to identify which dimensions of online convenience affect consumers’ intention of using online shopping and explore a conceptual model to measuring consumer perceptions of online shopping convenience in order to surpass the shortcomings of previous studies that did not examine the consequences of convenience shopping experience. A sample of 250 Portuguese young individuals participate in the empirical study. Confirmatory Factor Analysis (CFA) and a covariance-based Structural Equation Model (CB-SEM) were used to validate the measurement model and to test the relationships in the model. The results reveal that Possession, Transaction, and Evaluation are the dimensions with more influence in online shopping convenience. The outcomes of this study extend previous works on online convenience and help to understand which factors drive online satisfaction and enhance behavioral intentions and e-WOM. Contributions to the body of knowledge and the implications for e-commerce retailers are presented. In face of the findings, retailers should be conscious that customer expectations of online convenience have increased as a natural response to the service innovations introduced by website managers and marketers. Therefore, frequent monitoring of consumers’ perceptions and expectations about online convenience is a prerequisite for achieving continuous improvement in rendering highly convenient online service.

Keywords: Online convenience; Online shopping; Satisfaction; Behavioral intention; E-WOM; Online consumer behavior (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S096969891830225X
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:44:y:2018:i:c:p:161-169

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2019-03-31
Handle: RePEc:eee:joreco:v:44:y:2018:i:c:p:161-169