Consumer Perceptions of Online Shopping and Willingness to Use Pick-Up Points: A Case Study of Morocco

Alaa Eddine El Moussaoui (), Brahim Benbba, Anicia Jaegler, Taoufiq El Moussaoui, Zineb El Andaloussi and Loqman Chakir
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Alaa Eddine El Moussaoui: Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco
Brahim Benbba: Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco
Anicia Jaegler: Operations and Information Systems Management Department, Kedge Business School Paris, 75012 Paris, France
Taoufiq El Moussaoui: Computer Science Department, Faculty of Sciences Dhar El Mehraz Fez, Sidi Mohamed Ben Abdellah University, Fez 30000, Morocco
Zineb El Andaloussi: Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco
Loqman Chakir: Computer Science Department, Faculty of Sciences Dhar El Mehraz Fez, Sidi Mohamed Ben Abdellah University, Fez 30000, Morocco

Sustainability, 2023, vol. 15, issue 9, 1-19

Abstract: The use of pick-up points by consumers is one of the most developed areas of research in the literature on last-mile logistics over the last decade. In this regard, several researchers have attempted to expose the factors that influence consumers’ online shopping behavior and their willingness to use pick-up points. However, no study has addressed this issue in African countries. The aim of this research is to examine the online shopping behavior of Moroccan consumers, focusing on their opinions about using pick-up points to receive/return goods purchased online. This research adopted a qualitative approach through focus group sessions with Moroccan consumers. The results indicate that temporal and spatial flexibility, competitive prices, and the quality of the retailer’s website are the main factors encouraging consumers to buy online. On the other hand, product risk, delivery risk, privacy, and security were identified as the factors that prevent consumers from buying online. In contrast, the location, density, security, and opening hours of pick-up points were considered to be the factors that influence the Moroccan consumer’s choice to use this delivery option when buying online. These findings are important both for parcel delivery companies that want to establish pick-up point networks in Casablanca and for public authorities and local communities that want to formulate policies and implement strategies leading to more sustainable urban environments.

Keywords: pick-up point; consumer behavior; online shopping; last-mile delivery (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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