Crowd Shipping for Urban Logistics: Investigating the Factors Affecting Consumer Adoption in Hanoi, Vietnam

Abstract

There are unique challenges in the last-mile delivery in Vietnam relating to infrastructure, urban structure and land-use, technologies, and cash-on-delivery purchasing habit. They resulted in the pressures on order fulfillment and operating efficiency of the urban logistics services. In order to improve Vietnam's last-mile delivery, crowd-sourced distribution was explored as a viable option. The objectives of the study were to investigate the influence of six attributes in customer intention towards the adoption of crowd shipping in Vietnam. The structured questionnaire was implemented to collect 488 responses in the anonymous form. The outcomes of the study suggested a high likelihood of customer intention towards the shipping innovation diffusion. Relative advantages and observability had positive significant relationships with customers’ intention. The study found no relationship between complexity and trialability on the willingness to use of shoppers. The study supported the understanding of the acceptance of the intelligent alternative from behavioral perspectives.