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

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.