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Measuring consumer perceptions of online shopping convenience

Measuring consumer perceptions of online shopping convenience Purpose – The purpose of this paper is to identify the key convenience dimensions of online shopping, as convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping. Design/methodology/approach – The authors first employ in‐depth focus group interviews with online consumers to identify the attributes of online shopping convenience and then develop and validate an instrument of five key dimensions to measure online shopping convenience by analyzing data collected via a Web‐based questionnaire survey. Findings – The five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post‐purchase convenience. Practical implications – Online retailers can employ the five‐factor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers, and also helps them enlarge their loyal customer base. Originality/value – This study focuses on uncovering the key dimensions of convenience and their associated sub‐dimensions specific to the context of online shopping. Theoretically, the identified dimensions and their related sub‐items comprise a validated scale for measuring Web‐based service convenience and can serve as building blocks for further studies in e‐commerce customer relationship management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

Measuring consumer perceptions of online shopping convenience

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Publisher
Emerald Publishing
Copyright
Copyright © 2013 Emerald Group Publishing Limited. All rights reserved.
ISSN
1757-5818
DOI
10.1108/09564231311323962
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to identify the key convenience dimensions of online shopping, as convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping. Design/methodology/approach – The authors first employ in‐depth focus group interviews with online consumers to identify the attributes of online shopping convenience and then develop and validate an instrument of five key dimensions to measure online shopping convenience by analyzing data collected via a Web‐based questionnaire survey. Findings – The five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post‐purchase convenience. Practical implications – Online retailers can employ the five‐factor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers, and also helps them enlarge their loyal customer base. Originality/value – This study focuses on uncovering the key dimensions of convenience and their associated sub‐dimensions specific to the context of online shopping. Theoretically, the identified dimensions and their related sub‐items comprise a validated scale for measuring Web‐based service convenience and can serve as building blocks for further studies in e‐commerce customer relationship management.

Journal

Journal of Service ManagementEmerald Publishing

Published: Apr 19, 2013

Keywords: Consumer behaviour; Internet; Shopping; Electronic commerce; Perception; Convenience; Online shopping; Scale development; e‐commerce

References