从送货上门到智能储物柜配送的客户转换意向:来自越南的证据

IF 1.2 Q4 BUSINESS
Nguyet Nguyen, Minh Trang Nguyen, Thi Thuy Chung Nguyen, Manh Hung Nguyen
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引用次数: 0

摘要

本研究旨在揭示影响最后一英里配送服务中从送货上门到智能储物柜的转换意向的因素。研究模型以拉动-推动-撬动理论和顾客感知价值理论为基础,采用结构方程建模法对收集到的 557 名越南智能储物柜用户的数据进行分析。结果表明,拉动因素(便利性、环境友好性和安全性)和推动因素(送货失败经历和风险)对顾客从送货上门转向智能储物柜的意向有明显的正向影响,并证实了停泊因素(习惯和转换成本)对顾客从送货上门转向智能储物柜的意向有负面影响。研究还显示,停泊因素缓和了拉动因素与转换意向之间的关系。此外,性别、年龄和网购频率对转换意向有显著影响,而有用性在它们与转换意向之间起中介作用。研究还为利益相关者提出了一些管理启示,以增强顾客使用智能储物柜的转换意向,从而提高最后一英里配送服务的质量、效率和未来的可持续性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Customer switching intention from home delivery to smart locker delivery: Evidence from Vietnam
The purpose of this study is to uncover evidence on the factors influencing switching intention from home delivery to smart lockers in the last-mile delivery service. The research model is constructed based on the Pull-Push-Mooring Theory and the Customer Perceived Value Theory using structural equation modelling to analyze data collected from 557 smart locker users in Vietnam. The results indicated a significantly positive influence of pull factors (convenience, environmental friendliness, and security) and push factors (delivery failure experience and risk), and confirmed that mooring factors (habit and switching cost) negatively impacted customers’ intention to switch from home delivery to smart lockers. The study also revealed that mooring factors moderate the relationship between pull factors and the intention to switch. Moreover, gender, age and frequency of shopping online are significant to switching intention, and usefulness mediates between them and switching intention. Several managerial implications were suggested for stakeholders in order to enhance customers’ switching intentions to use smart lockers, thereby improving the quality, efficiency, and sustainability of the last-mile delivery service in the future.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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