Consumer Perceptions of E-Service Convenience: An Exploratory Study

Convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping. Utilizing in-depth focus group interviews with online consumers, this study identified six major service convenience dimensions – access, search, evaluation, transaction, possession, and postpurchase convenience – and their related major sub-dimensions in the context of e-retailing. In addition, managerial solutions and challenges in delivering high e-service convenience were uncovered by in-depth focus group interviews with company managers. Theoretical and managerial implications of the findings are further discussed.