Identifying the Determinant Dimensions of Shopper Convenience for Online Versus Instore Shopping in the Pre and Post CoVID-19 Eras

Abstract

Abstract Background: Shopper convenience is a key determinant of why shoppers choose and buy from a particular retail format – online versus instore. However, there are no systematic studies that assess which dimension of shopper convenience is salient for shoppers in online versus instore shopping instore. Further, to the best of our knowledge no study has investigated whether and how these determinant dimensions of shopper convenience have changed with the advent of COVID-19. Method: In this study, 1324 responses of 172 shoppers using the Myers and Alpert (1968) approach were analyzed to identify the determinant dimensions of convenience for online and instore shopping in the pre-COVID-19 era and test their validity in the context of their actual purchase behavior. Later, the study was replicated with the same shoppers in the post-COVID-19 era. Results: The results of the study show that of the four dimensions of convenience, while shopper assessment of “search” convenience was the most important attribute for both online and instore shopping, and “transaction” convenience the most different between the two retail outlets, the determinant dimensions in both retail outlets were “access” and “possession” convenience with instore shopping holding an advantage in possession” convenience and online shopping holding an advantage in “access” convenience. However, in a replication of the study in the post coronavirus era, online shopping outlets were found to have the advantage in both the determinant dimensions of convenience. Conclusion: This study perhaps for the first time show how shopper convenience perceptions have changed in pre and post COVID-19 eras for both instore and online shopping.