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

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Maria-Jose Miquel-Romero

    (University of Valencia)

  • Marta Frasquet-Deltoro

    (University of Valencia)

  • Alejandro Molla-Descals

    (University of Valencia)

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.

Suggested Citation

  • Maria-Jose Miquel-Romero & Marta Frasquet-Deltoro & Alejandro Molla-Descals, 2018. "Consumer Motivations for Click-and-Collect and Home Delivery in Online Shopping," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad & Alexander Chernev (ed.), Advances in National Brand and Private Label Marketing, pages 115-122, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-92084-9_13
    DOI: 10.1007/978-3-319-92084-9_13
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    Cited by:

    1. Wang Yixin & Gong Qiguo & Tian Xin & Wang Tingyan, 2021. "The Effect of Online Channel Addition on Store Performance: Empirical Evidence from Chinese Chain Retailers," Journal of Systems Science and Information, De Gruyter, vol. 9(4), pages 356-377, August.

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