Will Consumers Pay More for Efficient Delivery? An Empirical Study of What Affects E-Customers’ Satisfaction and Willingness to Pay on Online Shopping in Bangladesh

Swapan Kumar Saha, Guijun Zhuang and Sihan Li
Additional contact information
Swapan Kumar Saha: School of Management, Xi’an Jiaotong University, Xi’an 710049, China
Guijun Zhuang: School of Management, Xi’an Jiaotong University, Xi’an 710049, China
Sihan Li: School of Management, Xi’an Jiaotong University, Xi’an 710049, China

Sustainability, 2020, vol. 12, issue 3, 1-22

Abstract: The delivery of products to the end consumer has been widely considered in the e-commerce sector as new challenges to reach customers and provide them with timely and efficient delivery have surfaced. Less focus has been given to information about delivery efficiency that impacts online shoppers’ relations with e-retailers. This study’s research model builds on the extended unified theory of acceptance and use of technology (UTAUT-2) by adding the critical e-commerce variables of delivery efficiency, cost-saving efficiency, and online purchase experience (shopping satisfaction and subsequent willingness to pay). The conceptual model was tested, and samples were collected using an online survey hosted on Google Forms using e-mail in Bangladesh. The findings show that consumers’ willingness to pay is enhanced by satisfaction with online shopping and delivery efficiency. The study also contributes insights into how cost-saving efficiency affects online customer satisfaction and the intention to repurchase. Also, by applying hierarchical regression analysis, this study contributes to understanding how e-retailers can provide a functional online experience for customers. Finally, our findings offer guidelines to e-retailers regarding increasing shopping satisfaction, the intention to repurchase, and the willingness to pay more.

Keywords: willingness to pay; cost saving efficiency; online shopping experience; delivery efficiency; e-shopping satisfaction; intention to repurchase (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/3/1121/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/3/1121/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:3:p:1121-:d:316623

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().