Crowdshippers’ intentions to continue participating in last-mile delivery: A study in Vietnam

The growth of last-mile delivery in developing countries is featuring the important contribution of crowdshippers. Therefore, exploring the factors affecting the intentions to stay in jobs of the crowdshippers is of great significance to maintain and sustainably develop the last-mile delivery service. Based on the Social Exchange Theory, we hypothesize that benefits (economic benefits, professional reputation, and job autonomy) and costs (risks and stress at work) have an effect on crowdshippers’ intentions to continue participating in last-mile delivery service in Vietnam. We also look for differences in motivations to stay in job between full-time and part-time workers. Survey data from 428 crowdshippers were analyzed using SmartPLS. The research findings indicate that economic benefits and work autonomy (benefits) have positive influences on intention to continue participating in crowd logistics, while risks and job stress (cost) have negative effects on the intention of crowsdhippers to continue their work. In addition, research findings also uncover that differences in motivation (perception of benefits and costs) to stay in job between full-time and part-time workers also affect their intentions. Although reputation did not show a significant impact on the crowdshippers’ intentions to continue participating in crowd logistics, it was discovered that reputation has a positive effect on full-time crowdshippers’ intentions to continue working. Based on the findings of this study, we recommend that businesses increase benefits and reduce costs in job to sustain and increase the continued participation in last-mile delivery.