Quality, value, satisfaction, trust, a

degree of importance consumers place on convenience by stating, “Give shoppers a choice
between lower prices or more convenience and convenience will win every time” (Forster 2002,
p. 120). Online shopping is particularly well suited to offer convenience to time-starved
consumers (Kaufman-Scarborough and Lindquist 2002). In an otherwise lackluster economy,
the strong growth rates of companies such as eBay, Land’s End, and Amazon have occurred
because they provide customers with what they want – its all about convenience (Green 2002).
When examining the literature related to the convenience construct, many gaps exist,
particularly in a retail context. While it is assumed that consumers often seek convenience in
shopping situations, we know little about the individual dimensions of retail convenience.
Seiders, Berry, and Gresham (2000) propose four dimensions of convenience that are
particularly relevant for retailers: access, search, possession, and transaction convenience (see
Table 1). An empirical investigation of how these convenience dimensions provide a benefit to
consumers is warranted. Specifically, do in-store shoppers and online shoppers seek and obtain
different types of convenience? This study considers that different structures of retail
convenience may exist, depending on the shopping format chosen by the consumer. The
argument developed here is that different shopping formats deliver different types of
convenience, and a consumer’s preference for a specific type of convenience determines his or
her decision to choose a particular shopping format – either online or at a traditional store.
This study is important for several different reasons. First, it follows the logical
progression of research in this area. Retailers may now better understand the existence of
different convenience dimensions, but how can they use this new knowledge to better satisfy
customers? As Berry (2001, p. 136) states, “Superior retailers understand that people’s most
precious commodity in the modern world is time and do everything they can to save as much of
it as possible for their customers.” By developing a better understanding of the different
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