What drives consumers to use local online retail platforms?: The influence of non-place-specific and place-specific motives

Daphne Hagen; Bas Spierings; Jesse Weltevreden; Anne Risselada; Oedzge Atzema

doi:10.1016/j.jretconser.2023.103649

What drives consumers to use local online retail platforms? The influence of non-place-specific and place-specific motives

Daphne Hagen
, Bas Spierings
, Jesse Weltevreden
, Anne Risselada
, Oedzge Atzema

Research output: Contribution to journal › Article › Academic › peer-review

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Abstract

Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.

Original language	English
Article number	103649
Number of pages	9
Journal	Journal of Retailing and Consumer Services
Volume	77
DOIs	https://doi.org/10.1016/j.jretconser.2023.103649
Publication status	Published - Mar 2023

Funding

This work was supported by the Dutch Research Council ( NWO ) [grant number 023.010.055].

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Cite this

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title = "What drives consumers to use local online retail platforms?: The influence of non-place-specific and place-specific motives",

abstract = "Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations{\textquoteright} attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.",

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AU - Risselada, Anne

AU - Atzema, Oedzge

PY - 2023/3

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AB - Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.

KW - Local online retail platforms

KW - Retail agglomerations

KW - Uses and gratifications theory

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