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Exploring the Sustainable Usage Intention of BOPS: A Perspective of Channel Integration Quality

Author

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  • Limeng Chai

    (School of Politics and Public Administration, Soochow University, Suzhou 215000, China)

  • Yicheng Wang

    (School of Politics and Public Administration, Soochow University, Suzhou 215000, China)

Abstract

BOPS (Buy Online, Pick up in Store) is a popular channel strategy that plays an important role in promoting the sustainable development of omni-channel retailing. Focusing on consumer’s sustainable usage intention of BOPS service, this paper uses a Technology Acceptance Mode (TAM) framework to investigate how the channel integration quality influences the willingness to adopt BOPS service from four dimensions: channel service transparency, channel choice breadth, content consistency, and process consistency. Our findings support previous research in the TAM field, as perceived usefulness and perceived ease of use strongly affect consumer’s favorable attitude towards BOPS service. The pivotal roles of channel service transparency and process consistency in the formation of BOPS using intention is verified, as they both have positive effect on perceived usefulness and perceived ease of use. However, channel choice breadth indirectly affects the sustainable usage intention of BOPS through perceived usefulness but has no significant effect on perceived usefulness. In addition, content consistency positively affects perceived ease of use, but the diversity of channels does not necessarily make consumers find BOPS more useful. On this basis, the implications of BOPS service management are discussed.

Suggested Citation

  • Limeng Chai & Yicheng Wang, 2022. "Exploring the Sustainable Usage Intention of BOPS: A Perspective of Channel Integration Quality," Sustainability, MDPI, vol. 14(21), pages 1-16, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14114-:d:957095
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    References listed on IDEAS

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    1. Pinyi Yao & Mohamad Fazli Sabri & Syuhaily Osman & Norzalina Zainudin & Yezheng Li, 2023. "Consumers’ Continued Intention to Use Online-to-Offline (O2O) Services in Omnichannel Retail: Differences between To-Shop and To-Home Models," Sustainability, MDPI, vol. 15(2), pages 1-23, January.

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