Click & Collect Retailing: A Study on Its Influence on the Purchase Intention of Customers

Title

Click & Collect Retailing: A Study on Its Influence on the Purchase Intention of Customers

Creator

Karthik S.; Gowda K.R.; Banerjee J.

Description

The retail sector, over the years, has evolved dramatically to provide better service to its customers. With the superior convenience of online shopping and tangible experience of in-store shopping, retail industries are looking forward to integrating both modes, thus embracing omni channel to provide better service to their customers. The prime objective of the research is to investigate the level of influence that using the Click & Collect online shopping mode can have on customer purchase intention and to ascertain the effects that online and offline shopping attributes have on this intention. The study emphasizes the usefulness of integrating both the shopping modes, thus embracing omni channel in the retail sector to provide a better shopping experience to the customers. The primary data were collected from 356 respondents. Secondary data were collected by reviewing articles, research papers, extant studies and newspaper articles. In the analysis, the buying behaviour through an e-commerce platform and customers purchase intentions are taken as the dependent variable. Product risk, online trust, website quality, offline experience and perceived usefulness are identified as the independent variables. The data thus collected were processed for regression tests using IBM SPSS 25 software to analyse the results. The Stimulus-Organism-Response model was deployed as the proposed model for the research. The results obtained from the research will allow retailers to understand the customer's buying behaviour towards the new Click & Collect system better by identifying the key variables that influence their purchase intention. The current study highlights the influence of the perceived usefulness of using the Click & Collect online shopping mode on the purchase intention of customers. 2021 Transnational Press London

Source

Transnational Marketing Journal, Vol-9, No. 2, pp. 239-251.

Date

2021-01-01

Publisher

Transnational Press London Ltd

Subject

Integration; Omnichannel; Online shopping behaviour; Perceived usefulness; Retail

Coverage

Karthik S., School of Business and Management, Christ University, Bangalore, India; Gowda K.R., School of Business and Management, Christ University, Bangalore, India; Banerjee J., Christ University, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 20414684

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.33182/tmj.v9i2.1561

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85140289184&doi=10.33182%2ftmj.v9i2.1561&partnerID=40&md5=af4888ab3bac0aba52a7d35acc0759d7