What drives consumers to use local online retail platforms?: The influence of non-place-specific and place-specific motives

Abstract

Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.