An investigation of consumer intention to use pick-up point services for last-mile distribution in a developing country

Luigi Guarino Neto and Geraldo Vidal Vieira, José

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

Abstract: Pick-up point services are one response to last-mile distribution challenges in the e-commerce growth scenario. However, in large cities in developing countries where the low-income and high-income groups are clearly divided, differences in consumer behavior between income groups may affect service distribution. The literature shows that most consumers may use pick-up points when available. However, the service implementation is facing huge inertia. A survey was carried out with 396 consumers in São Paulo, and a conceptual framework was proposed to expand the Diffusion of Innovation Theory to reveal these behaviors. Data were accessed using advanced structural equation modeling techniques (Multigroup and IPMA) to conduct a case study. The findings suggest that ‘Trialability’, ‘Compatibility’, and ‘Relative advantage’ constructs most affect consumer behavior. Location security and accessibility are matters of great concern. The higher preference to use the pick-up point system comes from low-income consumers (social classes D and E); almost 96% of them reported being affected by delivery issues. They also prefer personal attendance and supermarkets as safe and accessible locations. Higher social classes (A and B) still prefer home delivery. This research will help retailers to understand how to operate in a given market to provide an effective, fair, and sustainable service, promoting its diffusion.

Keywords: E-commerce; Last-mile; Structural Equation Modeling (SEM); Pick-up point; Low-income consumers; Diffusion of innovation theory (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s0969698923001728

DOI: 10.1016/j.jretconser.2023.103425

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