The effects of the antecedents of “buy-online-pick-up-in-store” service on consumer’s bopis choice behaviour

Abstract

We studied the effect of the antecedents of the buy-online-pick-up-in-store (BOPIS) service on consumer’s BOPIS choice and shopping behaviour. The convenience of BOPIS benefits retailers and consumers; therefore, we used online surveys of consumers and the unified theory of acceptance and use of technology 2 (UTAUT2) model. The results of the study show that performance expectancy, trust, compatibility with BOPIS shopping, hedonic motivation and social influence affected the behavioural intentions in omni-channel BOPIS. However, price value and effort expectancy were not considered to be important factors in choosing BOPIS shopping. A moderating effect of the different age generations was analysed in the model. The managerial implications and the limitations of the study are also discussed.