IDEAS home Printed from https://ideas.repec.org/a/eee/retrec/v103y2024ics0739885923001439.html
   My bibliography  Save this article

Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?

Author

Listed:
  • Joshi, Aparna
  • Pani, Agnivesh
  • Sahu, Prasanta K.
  • Majumdar, Bandhan Bandhu
  • Tavasszy, Lóránt

Abstract

Omnichannel distribution is a retail innovation that provides a seamless purchasing experience to customers through cohesive experience across channels, cross-channel integration, and integrated assistance. Blurring the lines between offline and online shopping, concepts like “Buy-Online-Pickup-In-Store” (BOPIS) and “Buy-In-Store-Ship-Direct” (BSSD) are increasingly becoming accepted in retail operations. While many retailers are still in a nascent phase of integrating online channels and physical stores, consumer-centric studies are called for to investigate the diffusion of these new strategies in the evolving marketplace. Our study explores the key adoption determinants of these new omnichannel strategies, focusing on the case of India. A detailed online survey was used to collect data for a sample of 311 Indian consumers. Econometric analysis reveals the main purchase influencing factors. We find that a quick purchase process, elimination of product delivery delays, delivery and shipping costs, ease of receiving product, retail system reliability and, trust in retailer are key adoption determinants. Purchase returnability is only weakly associated with BOPIS purchase choices while payment security has no significant effect. Among six demographic variables, only gender and age are found to differ significantly between the two concepts. These insights from this study should be useful for retailers to design omnichannel strategies and for transport policy makers to predict the future growth of e-commerce related transport movements.

Suggested Citation

  • Joshi, Aparna & Pani, Agnivesh & Sahu, Prasanta K. & Majumdar, Bandhan Bandhu & Tavasszy, Lóránt, 2024. "Gender and generational differences in omnichannel shopping travel decisions: What drives consumer choices to pick up in-store or ship direct?," Research in Transportation Economics, Elsevier, vol. 103(C).
    • Handle: RePEc:eee:retrec:v:103:y:2024:i:c:s0739885923001439
    DOI: 10.1016/j.retrec.2023.101403
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0739885923001439
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.retrec.2023.101403?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print halshs-01595944, HAL.
    2. Ana Mosquera & Emma Juaneda-Ayensa & Cristina Olarte-Pascual & Jorge Pelegrín-Borondo, 2018. "Key Factors for In-Store Smartphone Use in an Omnichannel Experience: Millennials vs. Nonmillennials," Complexity, Hindawi, vol. 2018, pages 1-14, November.
    3. Mohua Banerjee, 2019. "Development of Omnichannel in India: Retail Landscape, Drivers and Challenges," Springer Books, in: Wojciech Piotrowicz & Richard Cuthbertson (ed.), Exploring Omnichannel Retailing, pages 115-137, Springer.
    4. Wirawan Dony Dahana & HeeJae Shin & Sotaro Katsumata, 2018. "Influence of individual characteristics on whether and how much consumers engage in showrooming behavior," Electronic Commerce Research, Springer, vol. 18(4), pages 665-692, December.
    5. Leela Nageswaran & Soo-Haeng Cho & Alan Scheller-Wolf, 2020. "Consumer Return Policies in Omnichannel Operations," Management Science, INFORMS, vol. 66(12), pages 5558-5575, December.
    6. Heleen Buldeo Rai & Koen Mommens & Sara Verlinde & Cathy Macharis, 2019. "How Does Consumers’ Omnichannel Shopping Behaviour Translate into Travel and Transport Impacts? Case-Study of a Footwear Retailer in Belgium," Sustainability, MDPI, vol. 11(9), pages 1-19, May.
    7. Huré, Elodie & Picot-Coupey, Karine & Ackermann, Claire-Lise, 2017. "Understanding omni-channel shopping value: A mixed-method study," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 314-330.
    8. Saghiri, Soroosh & Wilding, Richard & Mena, Carlos & Bourlakis, Michael, 2017. "Toward a three-dimensional framework for omni-channel," Journal of Business Research, Elsevier, vol. 77(C), pages 53-67.
    9. Ameen, Nisreen & Tarhini, Ali & Shah, Mahmood Hussain & Nusair, Khaldoon, 2021. "A cross cultural study of gender differences in omnichannel retailing contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    10. Julia Koch & Britta Frommeyer & Gerhard Schewe, 2020. "Online Shopping Motives during the COVID-19 Pandemic—Lessons from the Crisis," Sustainability, MDPI, vol. 12(24), pages 1-20, December.
    11. Sandrine Heitz-Spahn & Hélène Yildiz & Lydie Belaud, 2018. "Investigating the factors driving channel choice and retailer choice in an omni-channel environment," Post-Print hal-02504929, HAL.
    12. Gary Madden & Aniruddha Banerjee & Paul N. Rappoport & Hiroaki Suenaga, 2017. "E-commerce transactions, the installed base of credit cards, and the potential mobile E-commerce adoption," Applied Economics, Taylor & Francis Journals, vol. 49(1), pages 21-32, January.
    13. Beck, Norbert & Rygl, David, 2015. "Categorization of multiple channel retailing in Multi-, Cross-, and Omni†Channel Retailing for retailers and retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 170-178.
    14. Elodie Huré & Karine Picot-Coupey & Claire-Lise Ackermann, 2017. "Understanding omni-channel shopping value: A mixed-method study," Post-Print hal-02002141, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    2. Gasparin, Isadora & Panina, Ekaterina & Becker, Larissa & Yrjölä, Mika & Jaakkola, Elina & Pizzutti, Cristiane, 2022. "Challenging the "integration imperative": A customer perspective on omnichannel journeys," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Chang, Ya Ping & Li, Jingwen, 2022. "Seamless experience in the context of omnichannel shopping： scale development and empirical validation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Barann, Benjamin & Hermann, Andreas & Heuchert, Markus & Becker, Jörg, 2022. "Can't touch this? Conceptualizing the customer touchpoint in the context of omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    5. Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    6. Julián Chaparro-Peláez & Emiliano Acquila-Natale & Ángel Hernández-García & Santiago Iglesias-Pradas, 2020. "The Digital Transformation of the Retail Electricity Market in Spain," Energies, MDPI, vol. 13(8), pages 1-18, April.
    7. Zhisong Chen & Chaonan Tang & Jianhui Peng, 2023. "Nominal effect vs actual effect: overconfidence in a consignment omnichannel," Electronic Commerce Research, Springer, vol. 23(2), pages 843-876, June.
    8. Benjamin Barann & Jan H. Betzing & Marco Niemann & Benedikt Hoffmeister & Jörg Becker, 2022. "Exploring customers’ likeliness to use e-service touchpoints in brick and mortar retail," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 523-545, June.
    9. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    10. Mencarelli, Rémi & Rivière, Arnaud & Lombart, Cindy, 2021. "Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    11. Paula Rodríguez–Torrico & Sonia San–Martín & Rebeca San José Cabezudo, 2020. "Consumer behavior using multiple channels: a review," DOCFRADIS Working Papers 2002, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2020.
    12. Beckers, Joris & Cardenas, Ivan & Le Pira, Michela & Zhang, Jia, 2023. "Exploring Logistics-as-a-Service to integrate the consumer into urban freight," Research in Transportation Economics, Elsevier, vol. 101(C).
    13. Alexander, Bethan & Blazquez Cano, Marta, 2020. "Store of the future: Towards a (re)invention and (re)imagination of physical store space in an omnichannel context," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    14. Gao, Wei & Li, Wenqian & Fan, Hua & Jia, Xingping, 2021. "How customer experience incongruence affects omnichannel customer retention: The moderating role of channel characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    15. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    16. Taheri, Seyed Ghiasuddin & Navabakhsh, Mehrzad & Tohidi, Hamid & Mohammaditabar, Davood, 2024. "A system dynamics model for optimum time, profitability, and customer satisfaction in omni-channel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Alexander, Bethan & Kent, Anthony, 2022. "Change in technology-enabled omnichannel customer experiences in-store," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    18. Mitxel Cotarelo & Teresa Fayos & Haydeé Calderón & Alejandro Mollá, 2021. "Omni-Channel Intensity and Shopping Value as Key Drivers of Customer Satisfaction and Loyalty," Sustainability, MDPI, vol. 13(11), pages 1-17, May.
    19. Beckers, Joris & Cardenas, Ivan & Sanchez-Diaz, Ivan, 2022. "Managing household freight: The impact of online shopping on residential freight trips," Transport Policy, Elsevier, vol. 125(C), pages 299-311.
    20. Zhang, Xueting & Park, Younggeun & Park, Jaejin & Zhang, Hao, 2024. "Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    More about this item

    Keywords

    Omnichannel; Consumer behavior; Intention to use; Socio-demographic characteristics; Ordered logit regression; Non-parametric tests;
    All these keywords.

    JEL classification:

    • R41 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - Transportation: Demand, Supply, and Congestion; Travel Time; Safety and Accidents; Transportation Noise
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:retrec:v:103:y:2024:i:c:s0739885923001439. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/620614/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.