Identifying the Determinant Dimensions of Shopper Convenience for Online Versus Instore Shopping in the Pre and Post CoVID-19 Eras

IF 2.4 Q2 INFORMATION SCIENCE & LIBRARY SCIENCE

Pacific Asia Journal of the Association for Information Systems Pub Date : 2020-06-01 DOI:10.17705/1PAIS.12404

Ashish Kakar, Adarsh Kumar Kakar

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引用次数: 2

Abstract

Abstract Background: Shopper convenience is a key determinant of why shoppers choose and buy from a particular retail format – online versus instore. However, there are no systematic studies that assess which dimension of shopper convenience is salient for shoppers in online versus instore shopping instore. Further, to the best of our knowledge no study has investigated whether and how these determinant dimensions of shopper convenience have changed with the advent of COVID-19. Method: In this study, 1324 responses of 172 shoppers using the Myers and Alpert (1968) approach were analyzed to identify the determinant dimensions of convenience for online and instore shopping in the pre-COVID-19 era and test their validity in the context of their actual purchase behavior. Later, the study was replicated with the same shoppers in the post-COVID-19 era. Results: The results of the study show that of the four dimensions of convenience, while shopper assessment of “search” convenience was the most important attribute for both online and instore shopping, and “transaction” convenience the most different between the two retail outlets, the determinant dimensions in both retail outlets were “access” and “possession” convenience with instore shopping holding an advantage in possession” convenience and online shopping holding an advantage in “access” convenience. However, in a replication of the study in the post coronavirus era, online shopping outlets were found to have the advantage in both the determinant dimensions of convenience. Conclusion: This study perhaps for the first time show how shopper convenience perceptions have changed in pre and post COVID-19 eras for both instore and online shopping. Recommended Citation Kakar, Ashish and Kakar, Adarsh Kumar (2020) "Identifying the Determinant Dimensions of Shopper Convenience for Online Versus Instore Shopping in the Pre and Post CoVID-19 Eras," Pacific Asia Journal of the Association for Information Systems: Vol. 12: Iss. 4, Article 4. DOI: 10.17705/1pais.12404 Available at: https://aisel.aisnet.org/pajais/vol12/iss4/4

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确定在CoVID-19之前和之后的时代购物者在线购物与实体店购物便利的决定因素

摘要背景:购物者的便利性是购物者选择和购买特定零售形式的关键决定因素——在线还是实体店。然而，目前还没有系统的研究来评估网购与实体店购物哪个维度的购物便利对购物者来说是显著的。此外，据我们所知，没有研究调查购物者便利的这些决定因素是否以及如何随着COVID-19的出现而改变。方法:本研究采用Myers和Alpert(1968)的方法，对172名购物者的1324份回复进行分析，以确定新冠肺炎前时代在线和实体店购物便利的决定因素，并在其实际购买行为背景下检验其有效性。后来，这项研究在新冠肺炎后的时代对同样的购物者进行了重复研究。结果:研究结果表明，在便利的四个维度中，购物者对网上和实体店购物的“搜索”便利的评价是最重要的属性，而“交易”便利在两个零售网点之间的差异最大;两间零售点的决定因素分别为“接近”及“拥有”便利，而店内购物在“拥有”便利方面具有优势，而网上购物在“接近”便利方面具有优势。然而，在后冠状病毒时代进行的一项重复研究发现，在线购物商店在便利性这两个决定性维度上都具有优势。结论:这项研究可能是第一次显示了在COVID-19之前和之后，消费者对实体店和网上购物的便利程度的看法是如何变化的。卡卡尔，阿希什和卡卡尔，阿达什·库马尔(2020)“新冠肺炎疫情前后消费者在线与实体店购物便利度的决定因素分析”，《亚太信息系统协会杂志》，第12卷，第4期，第4条。pais.12404 DOI: 10.17705/1可在:https://aisel.aisnet.org/pajais/vol12/iss4/4

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来源期刊

Pacific Asia Journal of the Association for Information Systems INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

4.10

自引率

33.30%

发文量