Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?

Aparna Joshi, Agnivesh Pani, Prasanta K. Sahu, Bandhan Bandhu Majumdar and Lóránt Tavasszy

Research in Transportation Economics, 2024, vol. 103, issue C

Abstract: Omnichannel distribution is a retail innovation that provides a seamless purchasing experience to customers through cohesive experience across channels, cross-channel integration, and integrated assistance. Blurring the lines between offline and online shopping, concepts like “Buy-Online-Pickup-In-Store” (BOPIS) and “Buy-In-Store-Ship-Direct” (BSSD) are increasingly becoming accepted in retail operations. While many retailers are still in a nascent phase of integrating online channels and physical stores, consumer-centric studies are called for to investigate the diffusion of these new strategies in the evolving marketplace. Our study explores the key adoption determinants of these new omnichannel strategies, focusing on the case of India. A detailed online survey was used to collect data for a sample of 311 Indian consumers. Econometric analysis reveals the main purchase influencing factors. We find that a quick purchase process, elimination of product delivery delays, delivery and shipping costs, ease of receiving product, retail system reliability and, trust in retailer are key adoption determinants. Purchase returnability is only weakly associated with BOPIS purchase choices while payment security has no significant effect. Among six demographic variables, only gender and age are found to differ significantly between the two concepts. These insights from this study should be useful for retailers to design omnichannel strategies and for transport policy makers to predict the future growth of e-commerce related transport movements.

Keywords: Omnichannel; Consumer behavior; Intention to use; Socio-demographic characteristics; Ordered logit regression; Non-parametric tests (search for similar items in EconPapers)
JEL-codes: C12 C51 R41 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0739885923001439
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:retrec:v:103:y:2024:i:c:s0739885923001439

Ordering information: This journal article can be ordered from
http://www.elsevier.com/wps/find/supportfaq.cws_home/regional
https://shop.elsevie ... _01_ooc_2&version=01

DOI: 10.1016/j.retrec.2023.101403

Access Statistics for this article

Research in Transportation Economics is currently edited by M. Dresner

More articles in Research in Transportation Economics from Elsevier
Bibliographic data for series maintained by Catherine Liu ().