Determinants of the intention to use Buy-Online,Pickup In-Store (BOPS): The moderating effects of situational factors and product type |
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Authors: | Eunhye Kim Myeong-Cheol Park Jongtae Lee |
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Institution: | 1. Department of Business and Technology Management, College of Business, Korea Advanced Institute of Science and Technology, N22, 291 Daehak-Ro, Yuseong-Gu, Daejon 34141, Republic of Korea;2. Department of Business Administration, Seoul Women’s University, #621 Hwarang-ro, Nowon-gu, Seoul 01797, Republic of Korea |
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Abstract: | Despite the wider introduction of the buy online and pick up in-store (BOPS) service by retailers, research on BOPS is still sparse, especially those from the consumer perspective. This paper employs the scenario-based factorial survey method to investigate how the perceived characteristics of innovation and the perceived risk of online shopping influence the consumers’ intention to use BOPS while also considering the moderating effects of situational factors (location convenience) and product type (involvement). Our findings indicated that the consumer perceptions of relative advantage, complexity, compatibility, and risks involved in online shopping are important antecedents to intention to use BOPS, and that these relationships were significantly moderated by locational convenience and product involvement. The implications of the findings and suggestions for future research are discussed in detail. |
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Keywords: | Buy-Online Pickup In-Store Innovation Diffusion Theory Situational factors Product involvement Scenario-based factorial survey |
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