Factors influencing intention to use"buy online pickup in-store (bopis)" service for purchasing clothing

Chung, Zheng Hang (2023) Factors influencing intention to use"buy online pickup in-store (bopis)" service for purchasing clothing. Final Year Project, UTAR.

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Abstract

In the ever-evolving landscape of omnichannel retailing, comprehending the fundamental drivers behind the adoption of Buy Online, Pick Up In-Store (BOPIS) becomes crucial as it shapes consumer behavior. This study is designed to identify the factors influencing consumers' intentions to use BOPIS service for clothing purchases with the application of the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. Through a quantitative survey method, individuals without prior BOPIS experience were surveyed to examine the role of performance expectancy, effort expectancy, social influence, and hedonic motivation impact their willingness to embrace BOPIS. The empirical data collected through self�administered questionnaires from 215 valid respondents by using convenient sampling technique and subsequent data analysis was conducted using SPSS software. This research involved a range of inferential statistical analyses, encompassing reliability testing, assumption testing, Pearson correlation coefficient analysis, and multiple linear regression. The findings reveal that performance expectancy, social influence, and hedonic motivation significantly influence consumers' behavioral intentions toward adopting BOPIS. However, effort expectancy did not emerge as a crucial factor in choosing BOPIS shopping. This study not only contribute to a understanding of non-BOPIS users' perspectives on BOPIS adoption but also provide practical insights for industry practitioners seeking to optimize the effectiveness of BOPIS implementation in the apparel sector. It also provides suggestions for future researchers to carry out more precise and accurate studies for BOPIS implementation in different areas, addressing the limitations encountered in this research.

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