Impact of Need for Control on Multichannel Consumers Convenience Expectations of Online Order/In-store Pickup Service

摘要：

　　Online order/in-store pickup (OOIP) service allows customers to self-collect their online orders from the retailers physical store at their convenience.This service provided by many multichannel retailers brings unprecedented control to customers in the order fulfillment process.This paper examines how need for control,a fundamental psychological trait impacts multichannel consumers expectation of the level of service convenience that OOIP provides.Data was collected from 351 Chinese consumers to assess the effect of need for control on decision convenience,access convenience,transaction convenience,and post-benefit convenience.Findings suggest that consumers need for control positively affect their expectations on all four types of service convenience.We provide theoretical and managerial implications arising from the findings.

关键词： Multichannel retailing Online order/in-store pickup Value co-creation Service convenience Need for control

作者: Hao Ma Yong Su 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 Twelfth Wuhan International Conference on E-Business(第十二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: 754-760

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）