IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i9p7405-d1136711.html
   My bibliography  Save this article

Consumer Perceptions of Online Shopping and Willingness to Use Pick-Up Points: A Case Study of Morocco

Author

Listed:
  • Alaa Eddine El Moussaoui

    (Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco)

  • Brahim Benbba

    (Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco)

  • Anicia Jaegler

    (Operations and Information Systems Management Department, Kedge Business School Paris, 75012 Paris, France)

  • Taoufiq El Moussaoui

    (Computer Science Department, Faculty of Sciences Dhar El Mehraz Fez, Sidi Mohamed Ben Abdellah University, Fez 30000, Morocco)

  • Zineb El Andaloussi

    (Marketing Logistics and Management Department, National School of Business & Management Tangier, Abdelmalek Essaadi University, Tetouan 93002, Morocco)

  • Loqman Chakir

    (Computer Science Department, Faculty of Sciences Dhar El Mehraz Fez, Sidi Mohamed Ben Abdellah University, Fez 30000, Morocco)

Abstract

The use of pick-up points by consumers is one of the most developed areas of research in the literature on last-mile logistics over the last decade. In this regard, several researchers have attempted to expose the factors that influence consumers’ online shopping behavior and their willingness to use pick-up points. However, no study has addressed this issue in African countries. The aim of this research is to examine the online shopping behavior of Moroccan consumers, focusing on their opinions about using pick-up points to receive/return goods purchased online. This research adopted a qualitative approach through focus group sessions with Moroccan consumers. The results indicate that temporal and spatial flexibility, competitive prices, and the quality of the retailer’s website are the main factors encouraging consumers to buy online. On the other hand, product risk, delivery risk, privacy, and security were identified as the factors that prevent consumers from buying online. In contrast, the location, density, security, and opening hours of pick-up points were considered to be the factors that influence the Moroccan consumer’s choice to use this delivery option when buying online. These findings are important both for parcel delivery companies that want to establish pick-up point networks in Casablanca and for public authorities and local communities that want to formulate policies and implement strategies leading to more sustainable urban environments.

Suggested Citation

  • Alaa Eddine El Moussaoui & Brahim Benbba & Anicia Jaegler & Taoufiq El Moussaoui & Zineb El Andaloussi & Loqman Chakir, 2023. "Consumer Perceptions of Online Shopping and Willingness to Use Pick-Up Points: A Case Study of Morocco," Sustainability, MDPI, vol. 15(9), pages 1-19, April.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:9:p:7405-:d:1136711
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/9/7405/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/15/9/7405/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Joong Hyun Kim & Zong-Tae Bae & Shin Hyung Kang, 2008. "The Role Of Online Brand Community In New Product Development: Case Studies On Digital Product Manufacturers In Korea," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 12(03), pages 357-376.
    2. Vakulenko, Yulia & Shams, Poja & Hellström, Daniel & Hjort, Klas, 2019. "Service innovation in e-commerce last mile delivery: Mapping the e-customer journey," Journal of Business Research, Elsevier, vol. 101(C), pages 461-468.
    3. Patrizia Gazzola & Gianluca Colombo & Roberta Pezzetti & Luminița Nicolescu, 2017. "Consumer Empowerment in the Digital Economy: Availing Sustainable Purchasing Decisions," Sustainability, MDPI, vol. 9(5), pages 1-19, April.
    4. Farag, Sendy & Schwanen, Tim & Dijst, Martin & Faber, Jan, 2007. "Shopping online and/or in-store? A structural equation model of the relationships between e-shopping and in-store shopping," Transportation Research Part A: Policy and Practice, Elsevier, vol. 41(2), pages 125-141, February.
    5. Vladimir Todorovic & Marinko Maslaric & Sanja Bojic & Maja Jokic & Dejan Mircetic & Svetlana Nikolicic, 2018. "Solutions for More Sustainable Distribution in the Short Food Supply Chains," Sustainability, MDPI, vol. 10(10), pages 1-27, September.
    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. Lachapelle, Ugo & Burke, Matthew & Brotherton, Aiden & Leung, Abraham, 2018. "Parcel locker systems in a car dominant city: Location, characterisation and potential impacts on city planning and consumer travel access," Journal of Transport Geography, Elsevier, vol. 71(C), pages 1-14.
    8. Clemes, Michael D. & Gan, Christopher & Zhang, Junli, 2014. "An empirical analysis of online shopping adoption in Beijing, China," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 364-375.
    9. Sören Lauenstein & Christoph Schank, 2022. "Design of a Sustainable Last Mile in Urban Logistics—A Systematic Literature Review," Sustainability, MDPI, vol. 14(9), pages 1-14, May.
    10. Jacek Pietrucha & Grzegorz Maciejewski, 2020. "Precautionary Demand for Cash and Perceived Risk of Electronic Payments," Sustainability, MDPI, vol. 12(19), pages 1-25, September.
    11. Shi, Kunbo & De Vos, Jonas & Yang, Yongchun & Witlox, Frank, 2019. "Does e-shopping replace shopping trips? Empirical evidence from Chengdu, China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 122(C), pages 21-33.
    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. Ozbilen, Basar & Wang, Kailai & Akar, Gulsah, 2021. "Revisiting the impacts of virtual mobility on travel behavior: An exploration of daily travel time expenditures," Transportation Research Part A: Policy and Practice, Elsevier, vol. 145(C), pages 49-62.
    2. Kunbo Shi & Long Cheng & Jonas De Vos & Yongchun Yang & Wanpeng Cao & Frank Witlox, 2021. "How does purchasing intangible services online influence the travel to consume these services? A focus on a Chinese context," Transportation, Springer, vol. 48(5), pages 2605-2625, October.
    3. Kokkinou, Alinda & Quak, Hans & Mitas, Ondrej & Mandemakers, Albert, 2024. "Should I wait or should I go? Encouraging customers to make the more sustainable delivery choice," Research in Transportation Economics, Elsevier, vol. 103(C).
    4. Magdalena Mucowska, 2021. "Trends of Environmentally Sustainable Solutions of Urban Last-Mile Deliveries on the E-Commerce Market—A Literature Review," Sustainability, MDPI, vol. 13(11), pages 1-26, May.
    5. Schaefer, Jaclyn S. & Figliozzi, Miguel A., 2021. "Spatial accessibility and equity analysis of Amazon parcel lockers facilities," Journal of Transport Geography, Elsevier, vol. 97(C).
    6. Li, Shengxiao (Alex), 2023. "Revisiting the relationship between information and communication technologies and travel behavior: An investigation of older Americans," Transportation Research Part A: Policy and Practice, Elsevier, vol. 172(C).
    7. Limon Barua & Bo Zou & Yan Zhou & Yulin Liu, 2023. "Modeling household online shopping demand in the U.S.: a machine learning approach and comparative investigation between 2009 and 2017," Transportation, Springer, vol. 50(2), pages 437-476, April.
    8. Angelos Pantouvakis & Anastasia Gerou, 2022. "The Theoretical and Practical Evolution of Customer Journey and Its Significance in Services Sustainability," Sustainability, MDPI, vol. 14(15), pages 1-16, August.
    9. Ashu Kedia & Diana Kusumastuti & Alan Nicholson, 2019. "Establishing Collection and Delivery Points to Encourage the Use of Active Transport: A Case Study in New Zealand Using a Consumer-Centric Approach," Sustainability, MDPI, vol. 11(22), pages 1-23, November.
    10. Arranz-López, Aldo & Blitz, Andreas & Elizondo-Candanedo, Raúl F. & Lanzendorf, Martin, 2024. "The connections between e-shopping and sustainable transport choices – Comparing urban and rural environments," Journal of Transport Geography, Elsevier, vol. 117(C).
    11. Jing Chen & Yong Zhang & Shiyao Zhu & Lei Liu, 2021. "Does COVID-19 Affect the Behavior of Buying Fresh Food? Evidence from Wuhan, China," IJERPH, MDPI, vol. 18(9), pages 1-15, April.
    12. Schmid, Basil & Axhausen, Kay W., 2019. "In-store or online shopping of search and experience goods: A hybrid choice approach," Journal of choice modelling, Elsevier, vol. 31(C), pages 156-180.
    13. Mateos-Mínguez, Paloma & Arranz-López, Aldo & Soria-Lara, Julio A. & Lanzendorf, Martin, 2021. "E-shoppers and multimodal accessibility to in-store retail: An analysis of spatial and social effects," Journal of Transport Geography, Elsevier, vol. 96(C).
    14. Xu, Lu & Saphores, Jean-Daniel, 2024. "Does e-shopping impact household travel? Evidence from the 2017 U.S. NHTS," Journal of Transport Geography, Elsevier, vol. 115(C).
    15. Comi, Antonio, 2020. "A modelling framework to forecast urban goods flows," Research in Transportation Economics, Elsevier, vol. 80(C).
    16. Buldeo Rai, Heleen, 2021. "The net environmental impact of online shopping, beyond the substitution bias," Journal of Transport Geography, Elsevier, vol. 93(C).
    17. Shao, Rui & Derudder, Ben & Witlox, Frank, 2022. "The geography of e-shopping in China: On the role of physical and virtual accessibility," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Minh Hieu Nguyen & Jimmy Armoogum & Binh Nguyen Thi, 2021. "Factors Affecting the Growth of E-Shopping over the COVID-19 Era in Hanoi, Vietnam," Sustainability, MDPI, vol. 13(16), pages 1-21, August.
    19. Figliozzi, Miguel & Unnikrishnan, Avinash, 2021. "Exploring the impact of socio-demographic characteristics, health concerns, and product type on home delivery rates and expenditures during a strict COVID-19 lockdown period: A case study from Portlan," Transportation Research Part A: Policy and Practice, Elsevier, vol. 153(C), pages 1-19.
    20. Yu, Vincent F. & Aloina, Grace & Eccarius, Timo, 2023. "Adoption intentions of home-refill delivery service for fast-moving consumer goods," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).

    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:gam:jsusta:v:15:y:2023:i:9:p:7405-:d:1136711. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.