Determinants of Customers' Intention To Adopt Last Mile-Attended Service Points

Abstract

This study investigates the determinants influencing consumer intention relating to attended service points in last-mile delivery, which has received less attention than the unattended model. In this regard, we examine the effects of perceived value, online shopping delivery risk, and environmental concerns on attended service point (ASP) adoption. Survey data were collected from 299 consumers. We used the structural equation modeling approach by using AMOS software for data analysis. The results indicate that hedonic values associated with ASPs, last-mile incentives, and online shopping delivery risk are critical and positively affect customer attitudes, which turn into intentions toward ASPs. From a managerial perspective, this research offers several insights into e-commerce and logistics service provider companies' ASP penetration strategies in emerging markets. This study contributes to the academic body of knowledge by enriching the literature on the ASP model in last-mile delivery and investigating the determinants that impact consumers' attitudes and intentions to use ASPs in an emerging market context.