Date of Award

Spring 5-7-2022

Document Type

Honors Thesis



First Advisor

Elizabeth Manser Payne, D.B.A.

Second Advisor

Rand Wergin, Ph.D.

Third Advisor

Emily Quinn, M.B.A.


Utilitarian Value, Perceived Ease of Use, Perceived Usefulness, Trust, Hedonic Value, Customer Satisfaction

Subject Categories



Purpose- The purpose of this study was to identify the attitudes consumers have towards buy-online-pickup-in-store (BOPIS) and its influence on customer satisfaction.

Design- Data were collected from 567 respondents and resulted in 476 usable responses. This paper uses multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs (i.e. perceived usefulness online, perceived ease of use online, trust online, hedonic values online, perceived usefulness pickup, perceived ease of use pickup, trust pickup and hedonic values pickup) on customer satisfaction within online ordering and physical pickup portions of BOPIS process.

Findings- The result of this study indicates that first, hedonic value plays the greatest role in customer satisfaction throughout both the online ordering and physical pickup portions of the BOPIS model. Second, this study also shows that consumers view the online and pickup portions separately with different values in each, although there is an overarching halo effect.

Research limitations/implications- Study findings may help researchers understand the roles of hedonic and utilitarian values and their impacts on customer satisfaction in the context of BOPIS.

Practical implications- As BOPIS continues to grow, understanding the complexity of consumer value within the model will be of importance to improve the omni-channel retail experience.

Originality/value- This study addresses the gap between BOPIS and consumers attitude towards it.

Included in

Marketing Commons



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