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Consumer's intention to use self-service parcel delivery service in online retailing: An empirical study
Journal article   Peer reviewed

Consumer's intention to use self-service parcel delivery service in online retailing: An empirical study

Yuangao Chen, Jing Yu, Shuiqing Yang and June Wei
Internet research, Vol.28(2), pp.500-519
2018
DOI: https://doi.org/10.1108/IntR-11-2016-0334
Web of Science ID: WOS:000428170900012

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109 Times Cited - Web of Science

Abstract

Technology readiness online retailing Consumer coproduction theory Resource matching theory Self-service parcel delivery Business Administration Electronic Commerce Retail Industry
Purpose: Online retailers widely use self-service parcel delivery as a solution to the last-mile logistics problems. The purpose of this paper is to investigate the factors that affect the consumer's intention to use self-service parcel delivery service. Design/methodology/approach: The authors integrate prior research and propose a comprehensive three-factor model. The study combines individual and situational factors and proposes a socialized factor. Findings: This study found that location convenience, optimism, innovation, and the need for human interaction positively affect the consumer's intention to avail of the self-service parcel delivery service. It also identifies that socialized factor positively influences the consumer's intention to use self-service parcel delivery services. Research limitations/implications: The test results show that the explanatory power of the individual factors of the model is better than that of the situational factors. However, this does not imply that the situational factors cannot explain the consumer behavior well. Future studies should employ additional situational factors to explain the consumer behavior. Practical implications: This study offers valuable theoretical and managerial implications. Delivery service providers should concentrate on their marketing force and customize their services for consumer groups who have specific individual characteristics, such as optimism and innovation. Social implications: Strengthening service interactions in the social factor and choosing optimal locations for self-service pickup machines are also essential for the expansion of the users' population and enhancement of service experience. Originality/value: The authors combined situational and individual factors, proposed a socialized factor, and presented the three-factor model of the consumer's intention to use self-service parcel delivery service.

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