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E-customer preferences on sustainable last mile deliveries in the e-commerce market: A cross-generational perspective.
- Source :
-
Equilibrium (1689-765X) . Sep2023, Vol. 18 Issue 3, p853-882. 30p. - Publication Year :
- 2023
-
Abstract
- Research background: In the last few years, e-commerce market has increased in population shares, but the situation has changed dramatically since the Covid-19 pandemic. Electronic marketplaces have changed due to rapid digitalization and shopping. Online services offer the possibility to choose a different delivery method such as home delivery or out-of-home delivery. This aspect of the e-commerce market faces an increased interest among practitioners and academia in the field of sustainable last mile deliveries. Interestingly, the subject literature consists of papers analyzing the e-commerce impact on the last-mile delivery. However, the identification of factors for choosing a delivery method and factors that motivate e-customers to choose an eco-friendly delivery method is still an unrecognized field of research. Purpose of the article: The authors of the paper focused on the e-customer perspective on sustainable deliveries in cities. Thus, the main purpose of the paper is to compare factors among the generations that motivate e-customers for choosing a delivery method. Methods: The research was conducted among 1.110 e-customers in Poland in 2021. The paper aims to answer the following research question: what factors motivate each generation for choosing a delivery method? To answer the above-mentioned question, the correspondence analysis (MCA) is prepared that help to identify and compare factors in each generation. Findings & value added: The original research procedure focused on the use of multivariate statistical methods in the study of e-customers' preferences. The analysis revealed three clusters of e-customers in terms of pro-sustainable factors: (a) aged 65+ without pro-sustainable tendency, (b) aged 18-64 with pro-sustainable attitudes, and (c) mixed with no identified delivery preferences. As a result of the research, it can be concluded that the parcel price and the possibility of free return are still the most important factors in choosing the delivery method. From a business/practical perspective, the research results can be used by companies that are the main stakeholders in last mile deliveries, including mainly forwarders and transport companies. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 1689765X
- Volume :
- 18
- Issue :
- 3
- Database :
- Academic Search Index
- Journal :
- Equilibrium (1689-765X)
- Publication Type :
- Academic Journal
- Accession number :
- 173600760
- Full Text :
- https://doi.org/10.24136/eq.2023.027