Quality, value, satisfaction, trust, a

An Empirical Examination of Retail Convenience for In-Store and Online Shoppers
Nicole Ponder, Mississippi State University
Michelle Bednarz, Mississippi State University
Abstract:
In this study, we develop and assess multidimensional scales of retail convenience for in-store
and online shoppers. Principal components analysis and confirmatory factor analysis reveal five
dimensions of retail convenience for in-store shoppers, and four dimensions of retail
convenience for online shoppers. Analysis of variance results indicate that online shoppers
benefit more from access convenience and search convenience than in-store shoppers.
Implications for retailers and areas for future research are also addressed.
Introduction
The concept of convenience has been an important topic in marketing for a time period
spanning approximately 80 years (Copeland 1923; Gardner 1945; Kelley 1958; Brown 1989,
1990; Seiders, Berry, and Gresham 2000; Berry, Seiders, and Grewal 2002). However, much of
this research focuses on convenience goods, rather than convenience as a benefit realized by the
consumer. Because today’s consumer is more time-starved than ever, it is appropriate to more
carefully consider convenience as a concept of utmost importance.
Foote (1963) characterized the consumer of the future (in the year 2000) as one whose
primary constraints are no longer money, but time and learning. His prediction is correct.
Today’s consumers consider the resource of time as valuable as money (if not more valuable).
Bhatnagar, Misra, and Rao (2000, p.98) confirm this by stating that “the consumer maximizes
his utility subject to not only income constrains but also time constraints.”
As time becomes a more valuable consumer resource, convenience also provides added
value. Michael J. Sansolo, senior vice-president at the Food Marketing Institute, illustrates the
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