Co-creating consumer logistics from self-collection to crowd-sourced delivery: An examination on contextual differences in last-mile

Xueqin Wang, Yiik Diew Wong, Tianyi Chen and Kum Fai Yuen

Journal of Business Research, 2023, vol. 168, issue C

Abstract: This study examines consumers’ willingness to co-create last-mile logistics, focusing on (1) the motivational effects of empowerment and shared responsibility perceptions and (2) the moderating effects of private-social and paid-unpaid contexts. A sociological view of consumer labour is integrated into the value co-creation literature to develop a conceptual framework. A survey is used for data collection utilising a scenario-based within-subject design. We found that consumers are motivated by the seemingly paradoxical needs for both empowerment and shared responsibility when collaborating with logistics operators, with the individualising motive as the mediator. Furthermore, consumers’ co-creation patterns are context dependent. While the empowerment perception is the dominant motivator in private logistics contexts (e.g., self-collection), its salience is suppressed in social settings (e.g., crowd-sourced delivery), giving rise to the shared responsibility perception as the more influential motivator. Our analysis also revealed that the private-social contextual moderating effect is hinged upon the presence of monetary rewards.

Keywords: Last-mile logistics; Consumer logistics; Self-collection; Crowd-sourced delivery; Value co-creation; Individualising motive; Working consumer (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323004952
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:168:y:2023:i:c:s0148296323004952

DOI: 10.1016/j.jbusres.2023.114136

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().