Measuring consumer perceptions of home-delivery convenience – the case of cargo bikes

Mesurer les perceptions des consommateurs sur la commodité de la livraison à domicile - le cas des vélos cargo

Jean-Eric Pelet (), Basma Taieb () and Rami Alkhudary ()
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Jean-Eric Pelet: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas
Basma Taieb: DVHE - De Vinci Higher Education
Rami Alkhudary: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Paris-Panthéon-Assas

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Abstract: Purpose Despite the increasing use of home delivery (HD) in e-commerce, no studies have explicitly examined consumer perceptions of the convenience of the last-mile delivery of goods by cargo bike (CB). Therefore, this study aims to identify the dimensions of HD convenience and to develop a reliable and valid measurement tool, namely the Home-Delivery Convenience via Cargo Bike (HDCCB) scale. Design/methodology/approach The methodology of this scale development study is premised on a review of the existing literature, which identifies differences in consumer perceptions of the convenience of services. The authors conducted semi-structured interviews with 10 online consumers and validated the content with 3 experts on marketing in the retail and services sectors in order to develop the items for the scale. Thereafter, the authors identified the main dimensions through an exploratory factor analysis that the authors applied to an online survey with 116 respondents. Finally, the scale was validated through a confirmatory factor analysis of an online survey with 300 respondents. Findings Following the original work of Brown (1990), the authors define consumer perceptions of HD convenience as a multidimensional construct and measure each facet of its four dimensions, which are time, use, execution and acquisition. E-retailers and last-mile logistics providers could use the authors' proposed measurement tool to assess consumer perceptions of the convenience of HD. That assessment could generate a competitive advantage. Originality/value This study is original as the study deepens the existing understanding of consumer perceptions of the convenience of HD by CB in last-mile logistics. This study also develops a multidimensional measure that is based on an empirical study.

Keywords: e-commerce; Last-mile logistics; Home delivery; Cargo bike; Service convenience; Consumer perceptions; Home-delivery convenience; e-commerce last-mile logistics home delivery cargo bike service convenience consumer perceptions home-delivery convenience HDCCB; last-mile logistics; home delivery; cargo bike; service convenience; consumer perceptions; home-delivery convenience; HDCCB (search for similar items in EconPapers)
Date: 2023-05-16
Note: View the original document on HAL open archive server: https://hal.science/hal-04100575v1
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Published in International Journal of Retail and Distribution Management, 2023, ⟨10.1108/IJRDM-11-2022-0483⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04100575

DOI: 10.1108/IJRDM-11-2022-0483

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