Not-so-speedy delivery: Should retailers use discounts or donations to incentivize consumers to choose delayed delivery?

IF 8 1区 管理学 Q1 BUSINESS Journal of Retailing Pub Date : 2024-12-01 DOI:10.1016/j.jretai.2024.09.002
Katie Kelting , Stefanie Robinson , Stacy Wood
{"title":"Not-so-speedy delivery: Should retailers use discounts or donations to incentivize consumers to choose delayed delivery?","authors":"Katie Kelting ,&nbsp;Stefanie Robinson ,&nbsp;Stacy Wood","doi":"10.1016/j.jretai.2024.09.002","DOIUrl":null,"url":null,"abstract":"<div><div>Many retailers feel the pressure to provide increasingly speedy delivery, but the realities of speedy delivery logistics are costly, complicated, and uncertain. In response, retailers have been using discounts to nudge consumers’ voluntary choice of a slower delivery option, but with tepid results. The current research argues that a better incentive exists. Data from six studies demonstrate that changing from a discount (the retailer giving the consumer a $1 reward/coupon) to a donation (the retailer donating $1 to a charity) incentive significantly increases the voluntary choice of delayed delivery. Importantly, the data shows that exchange equity drives this effect. However, two boundary conditions are identified: 1) the retailer communicating a reason for the delayed delivery and 2) the type of product being purchased by the consumer. In sum, the current research provides actionable insights for retailers that offer a delayed delivery option to consumers during checkout and speaks to the current debate about consumers’ desire for speedy delivery.</div></div>","PeriodicalId":48402,"journal":{"name":"Journal of Retailing","volume":"100 4","pages":"Pages 565-582"},"PeriodicalIF":8.0000,"publicationDate":"2024-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0022435924000630","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

Many retailers feel the pressure to provide increasingly speedy delivery, but the realities of speedy delivery logistics are costly, complicated, and uncertain. In response, retailers have been using discounts to nudge consumers’ voluntary choice of a slower delivery option, but with tepid results. The current research argues that a better incentive exists. Data from six studies demonstrate that changing from a discount (the retailer giving the consumer a $1 reward/coupon) to a donation (the retailer donating $1 to a charity) incentive significantly increases the voluntary choice of delayed delivery. Importantly, the data shows that exchange equity drives this effect. However, two boundary conditions are identified: 1) the retailer communicating a reason for the delayed delivery and 2) the type of product being purchased by the consumer. In sum, the current research provides actionable insights for retailers that offer a delayed delivery option to consumers during checkout and speaks to the current debate about consumers’ desire for speedy delivery.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
许多零售商感受到了提供越来越快的送货速度的压力,但现实中的快速送货物流成本高昂、复杂且不确定。为此,零售商一直在利用折扣来促使消费者自愿选择较慢的送货速度,但收效甚微。目前的研究认为,存在更好的激励措施。来自六项研究的数据表明,从折扣(零售商给消费者 1 美元的奖励/优惠券)到捐赠(零售商向慈善机构捐赠 1 美元)的激励措施,能显著增加消费者对延迟送货的自愿选择。重要的是,数据显示交换公平推动了这一效应。然而,我们发现了两个边界条件:1)零售商传达延迟交货的原因;2)消费者购买的产品类型。总之,当前的研究为在结账时向消费者提供延迟送货选项的零售商提供了可操作的见解,并对当前关于消费者对快速送货的渴望的讨论有所启发。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
15.90
自引率
6.00%
发文量
54
审稿时长
67 days
期刊介绍: The focus of The Journal of Retailing is to advance knowledge and its practical application in the field of retailing. This includes various aspects such as retail management, evolution, and current theories. The journal covers both products and services in retail, supply chains and distribution channels that serve retailers, relationships between retailers and supply chain members, and direct marketing as well as emerging electronic markets for households. Articles published in the journal may take an economic or behavioral approach, but all are based on rigorous analysis and a deep understanding of relevant theories and existing literature. Empirical research follows the scientific method, employing modern sampling procedures and statistical analysis.
期刊最新文献
Sell on, sell to, or sell through: The sales performance implications of brand-platform selling arrangements Not-so-speedy delivery: Should retailers use discounts or donations to incentivize consumers to choose delayed delivery? Can I choose my offer? How choice of a promotional offer impacts consumer evaluations and decisions Wearing your success on your sleeve: How salesperson luxury brand consumption affects consumers’ perceptions Explaining physical retail store closures in digital times
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1