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

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  • 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
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    References listed on IDEAS

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    Full references (including those not matched with items on IDEAS)

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    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

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