Purpose
The purpose of this paper is to identify the key convenience dimensions of online shopping, as convenience has been one of the principal motivations underlying customer inclinations to adopt online shopping.
Design/methodology/approach
The authors first employ inโdepth focus group interviews with online consumers to identify the attributes of online shopping convenience and then develop and validate an instrument of five key dimensions to measure online shopping convenience by analyzing data collected via a Webโbased questionnaire survey.
Findings
The five dimensions of online shopping convenience are: access, search, evaluation, transaction, and possession/postโpurchase convenience.
Practical implications
Online retailers can employ the fiveโfactor measurement instrument to assess the degree of customer perceived online shopping convenience. This instrument can assist managers in identifying and overcoming key obstacles to the delivery of a highly convenient online shopping service to customers, and also helps them enlarge their loyal customer base.
Originality/value
This study focuses on uncovering the key dimensions of convenience and their associated subโdimensions specific to the context of online shopping. Theoretically, the identified dimensions and their related subโitems comprise a validated scale for measuring Webโbased service convenience and can serve as building blocks for further studies in eโcommerce customer relationship management.