Measuring E-Commerce User Experience in the Last-Mile Delivery

Abstract

This research aims to develop and to examine a measurement of customers’ experiences in the last-mile delivery process, which is a critical step towards their satisfaction and future intention to order products from the same retailer again. The CMX-LMD scale is proposed as a self-report tool whose psychometric properties where then examined. The total sample of N = 907 participants (63.4% females) was randomly split into two subsamples, then EFA and CFA were conducted, followed by item and correlation analysis. Six factors were revealed (Delivery efficiency, Parcel tracking, Smooth delivery, Visual appeal, Joyful anticipation, and Convenience), explaining about 60% of the total variance. The structure was supported by CFA (χ2(237) = 584.71, p < 0.001, CFI = 0.941, TLI = 0.932, RMSEA = 0.057, SRMR = 0.058). The relations of the derived scales and other variables, such as trust in courier services, were also examined. The CDX-LMD offers acceptable properties and provides a useful measurement for researchers and practitioners in the cross-section between e-commerce and logistics.