Consumer’s intention to use self-service parcel delivery service in online retailing

Abstract

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.