Quality, value, satisfaction, trust, a

obtained a small sample size of online shoppers. Scale refinement will greatly benefit from a
national sample with equally large numbers of in-store and online shoppers.
As mentioned above, future research should aim to establish discriminant validity of the
convenience scales. Additional comparisons of in-store and online shoppers are also warranted.
Future studies should investigate the time and effort expenditures for these two groups as well as
examine possible antecedents to convenience-seeking behaviors. Constructs such as time
pressure and shopping orientation may lead consumers to seek different types of convenience.
Retailers would greatly benefit from such an understanding of their customers’ needs and
motivations.
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