The Impact of a Delivery Option in a Physical Retail Space on Shopper Likelihood
type: CreativeWork
description: Retails stores have grown rapidly in the past few years. And the growing number of technologies which widely used in retail space. It is the subtle changes like online or mobile shopping options to the retail environment that could significantly increase the likelihood of purchase by the consumer. However, this research debate that because of the addition of a technology purchasing option(e.g.service delivery option) made available to the customers in the physical retail stores, it could potentially influence the purchasing situation. In addition, retailers who provide a delivery service in-store may attract more customers and increase sales transactions. This research aims to investigate whether adding a delivery option - as an alternative to customers carrying their purchased goods home - can significantly change the likelihood of shoppers making a purchase. This research conducts an experiment uses an online survey Amazon Mechanical Turk (MTurk) to measure and analyse data by using SPSS. The results of the study indicated that with the provision of a delivery service in the physical sector, purchase likelihood marginally increased, however, purchase methods (e.g. taking items after purchase by the shopper, or using a delivery service) are affected significantly. For example, when there is no delivery service option, almost every participant chooses to take items home by themselves and after the delivery services option was provided, a large proportion of participants choose to use the delivery service. In addition, the study indicated that when customers were provided with a delivery service, the perceived value was higher than those without. Perceived risk is similar between those two groups who were providing a delivery service and those who were not providing a delivery service. Although some of the hypotheses were not supported and were consistent with prior literature, the research is still beneficial to retailers considering delivery services, as this resea…
abstract: Retails stores have grown rapidly in the past few years. And the growing number of technologies which widely used in retail space. It is the subtle changes like online or mobile shopping options to the retail environment that could significantly increase the likelihood of purchase by the consumer. However, this research debate that because of the addition of a technology purchasing option(e.g.service delivery option) made available to the customers in the physical retail stores, it could potentially influence the purchasing situation. In addition, retailers who provide a delivery service in-store may attract more customers and increase sales transactions. This research aims to investigate whether adding a delivery option - as an alternative to customers carrying their purchased goods home - can significantly change the likelihood of shoppers making a purchase. This research conducts an experiment uses an online survey Amazon Mechanical Turk (MTurk) to measure and analyse data by using SPSS. The results of the study indicated that with the provision of a delivery service in the physical sector, purchase likelihood marginally increased, however, purchase methods (e.g. taking items after purchase by the shopper, or using a delivery service) are affected significantly. For example, when there is no delivery service option, almost every participant chooses to take items home by themselves and after the delivery services option was provided, a large proportion of participants choose to use the delivery service. In addition, the study indicated that when customers were provided with a delivery service, the perceived value was higher than those without. Perceived risk is similar between those two groups who were providing a delivery service and those who were not providing a delivery service. Although some of the hypotheses were not supported and were consistent with prior literature, the research is still beneficial to retailers considering delivery services, as this resea…
author: Li, Fanlong
keywords: Delivery option, Perceived risk, Perceived value, Attitudes towards technology adoption
date published: 2019
date modified: 2026-07-27T18:45:41Z
provider: AUT University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: AUT University