A Behavioral Reasoning Analysis of Multichannel Consumers Intention to Use Online Order/In-store Pickup Service

摘要：

Many multichannel retailers are now offering customers the option to place their orders online and then pick them up from the retailers physical stores. As a relatively new type of multichannel retail service, the factors that influence consumers to use online order/in-store pickup (OOIP) remains largely unknown. This study uses the Behavioral Reasoning Theory to examine the factors that influence individuals attitude and intention toward using OOIP service. A survey was conducted with 212 Chinese consumers. Findings suggest that informational social influence, normative social influence, and attitude toward using OOIP service have direct impact on individuals intention to use OOIP service. Furthermore, even though reasons for using OOIP service could determine individuals attitude, they do not influence individuals intention directly. Conversely, while reasons against using OOIP service do not affect individuals attitude, they can impact individuals intention directly. We provide theoretical and managerial implications arising from our findings.

关键词： multichannel retailing behavioral reasoning theory reasons for reasons against social influence attitude intention

作者: Xiaoyu Sun Lih-Bin Oh

作者单位: School of Management, Xian Jiaotong University, China

会议类型: 国际会议

会议名称: The Eleventh Wuhan International Conference on E-Business(第十一届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 126-132

在线出版日期: 2012-05-26（万方平台首次上网日期，不代表论文的发表时间）