Analyzing the Impact of Store Location on Consumer Willingness for Buy Online and Pick up in Store(BOPS)
As the"Buy Online,Pick up in Store"(BOPS)function becomes increasingly popular among retailers,this study examined how two distinct store locations,neighborhood business district stores and mall stores,influence consumer intentions to use BOPS.Drawing on associative network theory,this study hypothesis was tested through two experimental methods.It was found that a significant interaction between store location and consumer regulatory focus.Specifically,mall stores were found to enhance the BOPS willingness of promotion-focused consumers,with perceived diversity playing a mediating role.Conversely,for prevention-focused consumers,neighborhood business district stores were more effective in boosting BOPS willingness,where perceived convenience served as a mediating factor.These insights are crucial for enhancing consumer engagement with BOPS and for guiding retailers in optimizing their location strategies.
BOPSshopping mall storeneighborhood business district storeregulatory focus
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