The impact of digital convenience in omni-channel retailing: a consumer-based approach

Dany Vyt (), Magali Jara (), Olivier Mevel (), Thierry Morvan () and Nélida Morvan ()
Additional contact information
Dany Vyt: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Magali Jara: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Olivier Mevel: UBL - Université Bretagne Loire
Thierry Morvan: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Nélida Morvan: IUT de Saint-Malo - UR - Université de Rennes

Post-Print from HAL

Abstract: This research examines a growing Internet grocery shopping model in Europe and in the US: the click and collect (C&C). This new channel overturns physical distances and therefore requires rethinking the proximity between retailers and consumers. We explore the impact of C&C on consumer response through customer's perception from his digital to his physical trip. Therefore, consumer response will be analyzed through the prism of convenience. It strives to answer two research questions: what are features of convenience that positively influence the consumer's response towards the C&C system? Which ones are the most important for consumers? The conceptual model has been tested empirically on a sample of 1078 consumers. The responses are analyzed and decomposed by using PLS structural equation modeling. Our evidence also suggests that in a whole access, functional, process, relational and digital convenience positively influence consumer response but the strength of the relationship depends on the C&C fulfilment. Lastly, our results can provide helpful guidance to create value, develop positive consumer response. We discuss implications for omni-channels grocery retailers.

Keywords: Digital convenience Omni-channel retailing Click and collect E-commerce Consumer response Structural Equation Modeling; Digital convenience; Omni-channel retailing; Click and collect; E-commerce; Consumer response; Structural Equation Modeling (search for similar items in EconPapers)
Date: 2021-05-10
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-04562144v1
References: Add references at CitEc
Citations:

Published in Global Conference on Services and Retail Management, May 2021, Florida / USA, United States

Downloads: (external link)
https://shs.hal.science/halshs-04562144v1/document (application/pdf)

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:hal:journl:halshs-04562144

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().