An Investigation into Consumers Intention to Shop Online or In-store: An Organisational Example of John Lewis
(2014) An Investigation into Consumers Intention to Shop Online or In-store: An Organisational Example of John Lewis, no. 78.
Purpose: The aim of this research is to investigate the comparison between online and in-store shopping, and conclude whether a Click and Collect service, such as John Lewis is a good medium between the two options. The study will analyse both perspectives from online and in-store users to gain a wider perspective. Methodology: The study follows a mixed methodological approach where both online and in-store questionnaires were used, followed by one focus group to heighten these results. Data was gathered from areas within Edinburgh and the Lothian's to ensure results could be generalisable. Findings: The results highlighted clear responses stating that online services are of popular demand, however, there could me more done to ensure that consumers feel safer online. This is a clear indication of the need for Click and Collect services, although, alternatives to the service may encourage consumers purchase intention. Implications: Increasing knowledge regarding Click and Collect services such as John Lewis can heighten the purchase intention to shop in-store. This research study can help identify areas which can be improved in order to understand the increasing number of online sales. Originality/Value: This study can contribute to this area of research as there is a large gap within literature regarding this topic. This can therefore allow consumers and retailers to improve strategies appropriately, which will encourage their consumers to use both online and in-store services, rather than just one.