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Consumer Motivations for Click-and-Collect and Home Delivery in Online Shopping

  • Maria-Jose Miquel-Romero
  • Marta Frasquet-Deltoro
  • Alejandro Molla-Descals
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

Multichannel retailers are implementing cross-shopping options such as click-and-collect with the objective of better serving their customers. When consumers shop online to multichannel retailers they usually can choose between home delivery or click-and-collect (delivery at a nearby store). In this paper we investigate the consumers’ motivations behind this choice. Our results reveal that click-and-collect is explained by higher hedonic orientation whereas home delivery is explained by convenience orientation. Immediate gratification, and perceived delivery risk do not play a significant role in the choice.

Keywords

Online shopping Click-and-collect Home delivery Consumer motivations Cross-channel 

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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Maria-Jose Miquel-Romero
    • 1
  • Marta Frasquet-Deltoro
    • 1
  • Alejandro Molla-Descals
    • 1
  1. 1.Faculty of EconomicsUniversity of ValenciaValenciaSpain

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