Impact factors of choosing willingness for picking up service

Abstract

To obtain promotion schemes for picking up service in e-commerce logistics system, a regression analysis model of customer willingness was established with four types of independent variables including personal characteristics, parcel characteristics, environment characteristics and service evaluation on traditional home delivery. An empirical study with 479 samples collected from Taobao networks was conducted, if controlling gender and age, significant effects were confirmed such as perceived convenience on home delivery, age of online shopping, frequency of online shopping and parcel's value. However the anticipated effects of traffic congestion, parcel dimensions, service evaluation on home delivery andother factors were not proved. The results investigated that attraction of picking up service was limited, related firmsshould propose a targeted marketing plan focusing on customer characteristics and parcel properties © Maxwell Scientific Organization, 2013.