E-commerce has embraced the digital transformation and innovated with e-service touchpoints to improve customers’ experiences. Now some traditional, less-digitalized brick and mortar (BaM) retailers are starting to counteract the increasing competition by adopting digital touchpoints. However, the academic literature offers little in terms of what determines customers’ behavioral intentions toward e-service touchpoints. Therefore, drawing from the dominant design theory, this article first conceptually adapts selected dominant touchpoints of leading e-commerce solutions to BaM retail. Then 250 shoppers are surveyed regarding the likeliness that they will use the selected touchpoints, followed by an exploratory factor analysis to determine the touchpoints’ characteristics that lead to the shoppers’ assessments. The results suggest that customers prefer touchpoints that support product search and selection, provide information, and increase shopping efficiency. The likeliness that surveyed shoppers will use the touchpoints was affected by the functionality provided, the content conveyed, and the mediating device. The results provide a foundation for further research on customers’ behavioral intentions toward BaM e-service touchpoints and provide useful information for BaM retailers.

中文翻译：

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探索客户在实体零售中使用电子服务接触点的可能性

电子商务已经拥抱数字化转型，并通过电子服务接触点进行创新，以改善客户体验。现在，一些传统的、数字化程度较低的实体 (BaM) 零售商开始通过采用数字接触点来抵消日益激烈的竞争。然而，学术文献很少提供什么决定客户对电子服务接触点的行为意图。因此，本文借鉴主导设计理论，首先在概念上将领先电子商务解决方案的选定主导接触点应用于 BaM 零售。然后对 250 名购物者进行调查，了解他们使用所选接触点的可能性，然后进行探索性因素分析，以确定导致购物者评估的接触点特征。结果表明，客户更喜欢支持产品搜索和选择、提供信息和提高购物效率的接触点。接受调查的购物者使用接触点的可能性受所提供的功能、传达的内容和中介设备的影响。结果为进一步研究客户对 BaM 电子服务接触点的行为意图奠定了基础，并为 BaM 零售商提供了有用的信息。