The Effects of the Antecedents of “Buy-Online-Pick-Up-In-Store” Service on Consumer’s BOPIS Choice Behaviour

Kihyung Kim, Sang-Lin Han, Young-Yong Jang and Yun-Chang Shin
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Kihyung Kim: School of Business, Hanyang University, Seoul 04763, Korea
Sang-Lin Han: School of Business, Hanyang University, Seoul 04763, Korea
Young-Yong Jang: School of Business, Hanyang University, Seoul 04763, Korea
Yun-Chang Shin: School of Business, Hanyang University, Seoul 04763, Korea

Sustainability, 2020, vol. 12, issue 23, 1-15

Abstract: We studied the effect of the antecedents of the buy-online-pick-up-in-store (BOPIS) service on consumer’s BOPIS choice and shopping behaviour. The convenience of BOPIS benefits retailers and consumers; therefore, we used online surveys of consumers and the unified theory of acceptance and use of technology 2 (UTAUT2) model. The results of the study show that performance expectancy, trust, compatibility with BOPIS shopping, hedonic motivation and social influence affected the behavioural intentions in omni-channel BOPIS. However, price value and effort expectancy were not considered to be important factors in choosing BOPIS shopping. A moderating effect of the different age generations was analysed in the model. The managerial implications and the limitations of the study are also discussed.

Keywords: BOPIS; UTAUT2; omni-channel; millennial cohorts (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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