Consumer Motivations for Click-and-Collect and Home Delivery in Online Shopping

Maria-Jose Miquel-Romero (), Marta Frasquet-Deltoro () and Alejandro Molla-Descals ()
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Maria-Jose Miquel-Romero: University of Valencia
Marta Frasquet-Deltoro: University of Valencia
Alejandro Molla-Descals: University of Valencia

A chapter in Advances in National Brand and Private Label Marketing, 2018, pp 115-122 from Springer

Abstract: Abstract Multichannel retailers are implementing cross-shopping options such as click-and-collect with the objective of better serving their customers. When consumers shop online to multichannel retailers they usually can choose between home delivery or click-and-collect (delivery at a nearby store). In this paper we investigate the consumers’ motivations behind this choice. Our results reveal that click-and-collect is explained by higher hedonic orientation whereas home delivery is explained by convenience orientation. Immediate gratification, and perceived delivery risk do not play a significant role in the choice.

Keywords: Online shopping; Click-and-collect; Home delivery; Consumer motivations; Cross-channel (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-92084-9_13

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DOI: 10.1007/978-3-319-92084-9_13

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