Measuring consumer perceptions of online shopping convenience

Abstract

PurposeThe purpose of this paper is to identify the key convenience dimensions of online shopping, as convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping.Design/methodology/approachThe authors first employ in‐depth focus group interviews with online consumers to identify the attributes of online shopping convenience and then develop and validate an instrument of five key dimensions to measure online shopping convenience by analyzing data collected via a Web‐based questionnaire survey.FindingsThe five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post‐purchase convenience.Practical implicationsOnline retailers can employ the five‐factor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers, and also helps them enlarge their loyal customer base.Originality/valueThis study focuses on uncovering the key dimensions of convenience and their associated sub‐dimensions specific to the context of online shopping. Theoretically, the identified dimensions and their related sub‐items comprise a validated scale for measuring Web‐based service convenience and can serve as building blocks for further studies in e‐commerce customer relationship management.

Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam

“…Mpinganjira [16] recommended four dimensions: search, evaluation, order, and possession convenience, whereas Roy et al [21] analyzed five service convenience types, including decision, access, transaction, benefit, and post-benefit. These dimensions are similar to those found in, and the variables were also based on Jiang et al [15]. For the above-mentioned reasons, the concept of convenience in this study is based on five the convenience dimensions proposed by Jiang et al [15].…”

“…Beauchamp and Ponder [9] offered four components of convenience: access, search, transaction, and possession convenience, when considering the customer's perception of convenience in the online and traditional shopping environments. However, Jiang et al [15] suggested that the dimensions and variables involved in Beauchamp and Ponder [9] did not reflect the unique characteristics of online shopping. Therefore, based on studies of Berry et al [12] and Seiders et al [18,20], Jiang et al [15] identified salient online shopping convenience dimensions, and developed a valid online shopping convenience measurement instrument.…”

“…However, Jiang et al [15] suggested that the dimensions and variables involved in Beauchamp and Ponder [9] did not reflect the unique characteristics of online shopping. Therefore, based on studies of Berry et al [12] and Seiders et al [18,20], Jiang et al [15] identified salient online shopping convenience dimensions, and developed a valid online shopping convenience measurement instrument. The results showed that the five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/post-purchase convenience.…”

“…Zeithaml [14] argued that convenience only indirectly affects the buying trend through perceived value. More recent studies, however, showed that convenience has a direct effect on purchasing trends [15,16].…”

The Impact of Marketing Communications on Buying Silver Online: Study on Young Generation’s Perception in Malaysia

“…According to Jiang, Yang and Jun [3], "as consumers allocate less time to shopping and more to other endeavors, their desire for convenience has mounted and their attention has been frequently diverted to virtual shopping as an alternative medium". Even, their research showed that there are five dimensions of online shopping convenience, which are access, search, evaluation, transaction, and possession/post-purchase convenience.…”