Switching intention in the online crowdsourced delivery environment: The influence of a platform's technological characteristics and relational bonding strategies

Kum Fai Yuen, Wei Hong Ng and Xueqin Wang

Technology in Society, 2023, vol. 72, issue C

Abstract: This paper aimed to investigate the effect of the technological characteristics and relational bonding strategies of crowdsourced delivery (CD) service platforms on customers' switching intention. It was proposed that this effect was mediated by perceived value and switching cost. Five hundred survey responses were collected using a stratified random sampling strategy to represent Singapore's population. The collected data were analysed using structural equation modelling, which revealed that technological characteristics (i.e. ease of use, breadth of use and switching experience) influence the perceived switching cost. In addition, relational bonds (i.e. structural, financial and social bonds) influence perceived value. Furthermore, perceived value and switching cost influence switching intention. The combination of perceived value, switching cost and social exchange theory carries cogent explanatory power regarding users' switching intention in the CD industry (R2 = 81%). The findings also provide managerial implications for CD companies to formulate appropriate strategies to build customer loyalty in light of increasing competition.

Keywords: Perceived value; Perceived switching cost; Social exchange theory; Stimulus–organism–response; Switching intention; Crowdsourced delivery (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:teinso:v:72:y:2023:i:c:s0160791x22003086

DOI: 10.1016/j.techsoc.2022.102167

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