Choosing the delivery and return method in purchases: The effect of situational factors in omni-channel contexts

Zarei, Mohammad Mahdi and Agudo Peregrina, Ángel Francisco and Ponce Cueto, Eva María (2019). Choosing the delivery and return method in purchases: The effect of situational factors in omni-channel contexts. "Economic Research-Ekonomska Istrazivanja", v. 33 (n. 1); pp. 1-18. ISSN 1331-677X. https://doi.org/10.1080/1331677X.2019.1596825.

Description

Title: Choosing the delivery and return method in purchases: The effect of situational factors in omni-channel contexts
Author/s:
  • Zarei, Mohammad Mahdi
  • Agudo Peregrina, Ángel Francisco
  • Ponce Cueto, Eva María
Item Type: Article
Título de Revista/Publicación: Economic Research-Ekonomska Istrazivanja
Date: 16 May 2019
ISSN: 1331-677X
Volume: 33
Subjects:
Freetext Keywords: Delivery and returns; situational factors; option selection; consumer decisions
Faculty: E.T.S.I. Telecomunicación (UPM)
Department: Ingeniería de Organización, Administración de Empresas y Estadística
Creative Commons Licenses: Recognition - No derivative works - Non commercial

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Abstract

Even though retailers have engaged in many efforts to offer and integrate new alternatives for delivering and returning consumers’ purchases, it is not clear what motivates consumers to choose one option or another. Although most consumers are already familiar with options such as home delivery or pick-up locations, situational factors determine their choice among the different alternatives; no study has, however, addressed this topic before. To fill this gap, this study identifies 15 different situational factors to examine their influence on the selection of delivery and return options and the effect of consumers’ demographic characteristics. The empirical analysis is based on an online questionnaire distributed to 650 respondents (266 valid responses). In addition, this study uses MANOVA and ANOVA to determine the relationship between each situational factor and consumer characteristics. The results show that 13 situational factors have a significant impact on consumer decisions, and among them time pressure, the distance to the store and channel spill-over are the most influential factors. The results also show that situational factors significantly rely on individual characteristics. For instance, getting help from an employee is significantly more important for consumers who are under 25 years of age. The study reveals some valuable implications for retailers.

More information

Item ID: 64107
DC Identifier: http://oa.upm.es/64107/
OAI Identifier: oai:oa.upm.es:64107
DOI: 10.1080/1331677X.2019.1596825
Official URL: https://www.tandfonline.com/doi/full/10.1080/1331677X.2019.1596825
Deposited by: Memoria Investigacion
Deposited on: 05 Oct 2020 15:19
Last Modified: 05 Oct 2020 15:19
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