Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2019.1596825
Choosing the delivery and return method in purchases: the effect of situational factors in omni-channel contexts
Mohammad Mahdi Zarei
Ángel F. Agudo-Peregrina
Eva Ponce-Cueto
Sažetak
Even though retailers have engaged in many efforts to offer and
integrate new alternatives for delivering and returning consumers’
purchases, it is not clear what motivates consumers to choose
one option or another. Although most consumers are already
familiar with options such as home delivery or pick-up locations,
situational factors determine their choice among the different
alternatives; no study has, however, addressed this topic before.
To fill this gap, this study identifies 15 different situational factors
to examine their influence on the selection of delivery and return
options and the effect of consumers’ demographic characteristics.
The empirical analysis is based on an online questionnaire distributed
to 650 respondents (266 valid responses). In addition, this
study uses MANOVA and ANOVA to determine the relationship
between each situational factor and consumer characteristics. The
results show that 13 situational factors have a significant impact
on consumer decisions, and among them time pressure, the distance
to the store and channel spill-over are the most influential
factors. The results also show that situational factors significantly
rely on individual characteristics. For instance, getting help from
an employee is significantly more important for consumers who
are under 25 years of age. The study reveals some valuable implications
for retailers
Ključne riječi
Delivery and returns; situational factors; option selection; consumer decisions
Hrčak ID:
254588
URI
Datum izdavanja:
9.2.2021.
Posjeta: 741 *