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

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


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.


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


  1. Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.CrossRefGoogle Scholar
  2. Baisch, M. (1993). Die Risikowahrnehmung in “Non-Store”- Kaufsituationen, Wien. Cited by Schröder and Zaharia (2008) op. cit.Google Scholar
  3. Balasubramanian, S., Raghunathan, R., & Mahajan, V. (2005). Consumers in a multichannel environment: Product, utility, process utility, and channel choice. Journal of Interactive Marketing, 19(2), 12–30.CrossRefGoogle Scholar
  4. Beauchamp, M. B., & Ponder, N. (2010). Perception of retail convenience for in-store and online shoppers. The Marketing Management Journal, 20(1), 49–65.Google Scholar
  5. Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1–17.CrossRefGoogle Scholar
  6. Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and internet shopping behavior. Communications of the ACM, 43(11), 98–105.CrossRefGoogle Scholar
  7. Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13–19.CrossRefGoogle Scholar
  8. Brown, J. R., & Guiffrida, A. L. (2014). Carbon emissions comparison of last mile delivery versus customer pickup. International Journal of Logistics Research and Applications, 17(6), 503–521.CrossRefGoogle Scholar
  9. Byrne, B. M. (2006). Structural equation modeling with EQS: Basic concepts, applications and programming (2nd ed.). Mahwah, NJ: Erlbaum.Google Scholar
  10. Childers, T. L., Carr, C. L., Pecj, J., & Carson, S. (2001). Hedonic and utilitarian motivations, for online retail shopping behaviour. Journal of Retailing, 77(4), 511–535.CrossRefGoogle Scholar
  11. Dholakia, R. R., Zhao, M., & Dholakia, N. (2005). Multichannel retailing: A case study of early experiences. Journal of Interactive Marketing, 19(2), 63–74.CrossRefGoogle Scholar
  12. Donthu, N., & Garcia, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52–58.Google Scholar
  13. Frasquet, M., Mollá, A., & Ruiz, E. (2015). Identifying patterns in channel usage across the search, purchase and post-sales stages of shopping. Electronic Commerce Research and Applications, 14(6), 654–665.CrossRefGoogle Scholar
  14. George, R. J. (1987). In-home electronic shopping: Disappointing past, uncertain future. The Journal of Consumer Marketing, 4(4), 47–56.CrossRefGoogle Scholar
  15. Girard, T., Korgaonkar, P., & Silverblatt, R. (2003). Relationship of type of product, shopping orientations, and demographics with preference for shopping on the internet. Journal of Business and Psychology, 18(1), 101–120.CrossRefGoogle Scholar
  16. Herhausen, D., Binder, J., Schögel, M., & Herrmann, A. (2015). Integrating bricks with clicks: Retailer-level and channel-level outcomes of online–offline channel integration. Journal of Retailing, 91(2), 309–325.CrossRefGoogle Scholar
  17. Hübner, A., Holzapfel, A., & Kuhn, H. (2016). Distribution systems in omni-channel retailing. Business Research, 9(2), 255–296.CrossRefGoogle Scholar
  18. Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191–214.CrossRefGoogle Scholar
  19. Jih, W. K. (2007). Effects of consumer-perceived convenience on shopping intention in mobile commerce: An empirical study. International Journal of E-Business Research, 3(4), 33–48.CrossRefGoogle Scholar
  20. Miyazaki, A., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal of Consumer Affairs, 35(1), 54–61.CrossRefGoogle Scholar
  21. Morganosky, M. A. (1986). Cost- versus convenience-oriented consumers: Demographic, lifestyle, and value perspectives. Psychology and Marketing, 3(1), 35–46.CrossRefGoogle Scholar
  22. Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57(7), 748–757.CrossRefGoogle Scholar
  23. Schoenbachler, D. D., & Gordon, G. L. (2002). Multi-channel shopping: Understanding what drives channel choice. Journal of Consumer Marketing, 19(1), 42–53.CrossRefGoogle Scholar
  24. Schröder, H., & Zaharia, S. (2008). Linking multi-channel customer behavior with shopping motives: An empirical investigation of a German retailer. Journal of Retailing and Consumer Services, 15(6), 452–468.CrossRefGoogle Scholar
  25. Seiders, K., Berry, L. L., & Gresham, L. G. (2000). Attention, retailers! How convenient is your convenience strategy? Sloan Management Review, 41(3), 79–89.Google Scholar
  26. Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: Development and validation of a multidimensional service convenience scale. Journal of the Academy Marketing Science, 35(1), 144–156.CrossRefGoogle Scholar
  27. Tauber, E. M. (1995). Why do people shop? Marketing Management, 4(2), 58–60.Google Scholar
  28. Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129–148.CrossRefGoogle Scholar
  29. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.CrossRefGoogle Scholar
  30. Vijayasarathy, L. R., & Jones, J. M. (2000). Print and internet catalog shopping: Assessing attitudes and intentions. Internet Research: Electronic Networking Applications and Policy, 10(3), 191–202.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

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

Personalised recommendations