The Effects of the Antecedents of “Buy-Online-Pick-Up-In-Store” Service on Consumer’s BOPIS Choice Behaviour

Abstract

We studied the effect of the antecedents of the buy-online-pick-up-in-store (BOPIS) service on consumer’s BOPIS choice and shopping behaviour. The convenience of BOPIS benefits retailers and consumers; therefore, we used online surveys of consumers and the unified theory of acceptance and use of technology 2 (UTAUT2) model. The results of the study show that performance expectancy, trust, compatibility with BOPIS shopping, hedonic motivation and social influence affected the behavioural intentions in omni-channel BOPIS. However, price value and effort expectancy were not considered to be important factors in choosing BOPIS shopping. A moderating effect of the different age generations was analysed in the model. The managerial implications and the limitations of the study are also discussed.

How Does Channel Integration Affect Consumers’ Selection of Omni-Channel Shopping Methods? An Empirical Study of U.S. Consumers

“…Researchers defined this "click and collect" service offered by many retailers (e.g., Walmart, Target, Kohl's, Nordstrom, etc.) as buy-online-pickupin-store (BOPS) or reserve-online-pickup-and-pay-in-store (ROPS) [23][24][25]. BOPS and ROPS belong to the same category in Bell's [21] matrix, which is shopping and delivery hybrid, although BOPS is a more widely known shopping mode in the retail field.…”

“…This study examined U.S. consumers' selection intentions of the three popular omnichannel shopping methods (i.e., BOPI, BOCP, and BIHD), and proposed that the four mediators (i.e., PHV, PUV, PR, and PBC) would directly influence the intentions of choosing the omni-channel shopping methods. Prior studies showed the connections between these mediators and consumers' behavioral responses, such as purchase intention, repatronage intention, channel selection intention, and channel switching intention [23,74,77,78,83,93]. Kim et al [16] found that hedonic motivation positively impacted consumers' behavioral intentions toward using BOPI.…”

When Offline Stores Reduce Online Returns

“…Our key result is that offline retail stores contribute to the reduction of returns in the online channel, while not harming the sales of the online channel. Relative to the latter, theory indicates two possible mechanisms through which physical, offline, stores could influence online product purchases: by detracting customers from the online channel due to channel substitution (e.g., [33]), and by attracting customers to the online channel due to cross-channel promotion [34] and logistics services [35,36]. Our findings suggest that both effects are rather small and/or stay in balance.…”

“…Both phenomena could explain why, especially in areas where online sales are relatively low, adding offline stores may thus boost online sales [23]. Next to the promoting function, the offline channel can have a logistics function by allowing customers to order online and pick up the ordered items in a physical store (BOPIS: buy online, pick up in store) [35,36]. Offering such logistics flexibility could further increase the attractiveness of ordering in the online channel.…”

Reconfigure the apparel retail stores with interactive technologies

“…This in-store technology positively affects the customer purchase decision (Abebaw and Matukuta, 2018). Digital devices and services, such as digital screens and digital signage transform the consumer decision process about purchasing the fashion product (Kim et al, 2020a(Kim et al, , 2020b. Therefore, the following hypothesis has been proposed:…”