An innovation diffusion perspective of e-consumers’ initial adoption of self-collection service via automated parcel station

Abstract

Purpose As an application of self-service technology, automated parcel station (APS) is emerging as a logistics innovation to address the inefficiency and delivery failure in conventional home delivery. However, the long-term viability of APS depends on the consumers’ acceptance of such concept. In response, the purpose of this paper is to conduct a behavioural study on consumers’ adoption of self-collection service via APS. Design/methodology/approach By synthesising theoretical insights from the innovation diffusion literature and attitude theories, a conceptual model is developed and empirically validated. Perceived characteristics of APS are present to directly influence the consumers’ adoption intention, or indirectly through attitude. A total of 170 valid responses are collected from a survey conducted in Singapore and the data are analysed using structural equation modelling. Findings Consumers’ favourable attitude and perceived relative advantage of APS directly lead to stronger adoption intention. On the contrary, consumers’ perceptions on compatibility and trialability and on complexity indirectly influence their adoption intention via attitude, in a positive and in a negative way, respectively. Additionally, attitude is found to be the most influential factor contributing to consumers’ adoption intention. Research limitations/implications The scope of this paper is limited to e-consumers’ initial adoption decision. Future research should examine the consumers’ adoption behaviour further down the innovation adoption process, such as continuance and commitment. Originality/value This research conceptualises and validates the consumers’ adoption behaviour of APS from a synthesised view of innovation diffusion and attitude theories, theoretically and empirically contributing to the field of study on logistics innovations from the consumers’ perspective.

Framework of Last Mile Logistics Research: A Systematic Review of the Literature

“…Microeconomic theory is the largest group, including game theory [16,107], agency theory [76], and fuzzy set theory [6]. The theory of diffusion of innovation is used in two studies [56,57]. Competitive theory includes contingency theory, used in two articles [45,151].…”

“…The largest share focuses on emerging technologies and innovations, particularly goods reception solutions. Some examples of goods reception literature include studies of customer value in self-service technologies (i.e., parcel lockers) [30], consumers' intention to use such technology [4], location of lockers [63], and diffusion of innovation [56]. Other goods reception solutions include collection and delivery points; this literature addresses acceptability from consumers' perspectives [54], greenhouse gas emissions [32], individual travel patterns [31], and the strategy of network operators [61].…”

“…Comparison of delivery alternatives [34][35][36]59,60,64,65]; self-service technology [4,30,53,[56][57][58]63,66]; collection and delivery points [31,32,54,61]…”

Measuring Spatial Accessibility to Pick-Up Service Considering Differentiated Supply and Demand: A Case in Hangzhou, China

“…For customers, their choice of all these alternatives comes from personalized demand on delivery service based on their consideration of various situational factors, such as location, security, reliability, time flexibility, speed, price, and function [41][42][43][44][45], which may differ with individual characteristics, such as shopping frequency, living conditions, working status, optimism, and innovation, according to previous research [46][47][48][49]. Some studies found that customers with regular work tend to receive parcels at the workplace or use CDPs near home, while the unemployed, freelancers, and retired individuals have more free time for pick-up or home delivery [50].…”

“…As the security issue was noted as an incentive for pick-up's popularity among females in China [52], different views were held by Swedish customers concerning risk of robbery [53]. Customers' choice between manned and unmanned CDPs may stem from their adaption to innovations and their need for social interaction and personal service [48,53].…”