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Shopping convenience has been one of the principal motivations underlying customer inclinations to adopt online purchasing ([3] Beauchamp and Ponder, 2010; [10] Colwell et al. , 2008; [13] Degeratu et al. , 2000; [15] Easterbrook, 1995; [35] Lohse and Spiller, 1998; [38] Moeller et al. , 2009; [39] Morganosky and Cude, 2000; [42] Reimers and Clulow, 2009; [48] Tanskanen et al. , 2002). As consumers allocate less time to shopping and more to other endeavors, their desire for convenience has mounted and their attention has been frequently diverted to virtual shopping as an alternative medium. A crucial point of departure for online retailers who wish to take steps designed to maximize the speed and ease of shopping is to develop an understanding of the salient dimensions of online shopping convenience and the specific domain within each dimension.
As a context-based concept, consumers' perceptions of convenience can vary from one setting to another. Much of the existing convenience literature, however, has been restricted to a study of the development of the multidimensional service convenience construct in a conventional, brick-and-mortar retailing environment ([9] Clulow and Reimers, 2009; [19] Fitch, 2004; [42] Reimers and Clulow, 2009). Although online shopping convenience is one of the major factors that prompt consumers to access online retailers' web sites ([1] Ahmad, 2002; [27] Jayawardhena et al. , 2007), much of the prior research on e-commerce has treated the convenience construct as one of the predictor variables, such as customer service and trust, that affect outcome variables, such as customer satisfaction and behavioral intentions ([10] Colwell et al. , 2008; [46] Seiders et al. , 2007), or as one of the facets of online service quality, such as accuracy and responsiveness ([25] Hu et al. , 2009; [31] Kim and Park, 2012; [41] Prasad and Aryasri, 2009; [49] Udo et al. , 2010). Unfortunately, very few studies offer an in-depth, systematic investigation into online shopping convenience dimensions and the specific items or components under each dimension ([10] Colwell et al. , 2008; [3] Beauchamp and Ponder, 2010). The study conducted by [3] Beauchamp and Ponder (2010) is exceptional, but their study is limited to the convenience dimensions common to both online and offline shopping settings and examines the relative importance of each...