An innovation diffusion perspective of e-consumers’ initial adoption of self-collection service via automated parcel station
The International Journal of Logistics Management
ISSN: 0957-4093
Article publication date: 12 February 2018
Abstract
Purpose
As an application of self-service technology, automated parcel station (APS) is emerging as a logistics innovation to address the inefficiency and delivery failure in conventional home delivery. However, the long-term viability of APS depends on the consumers’ acceptance of such concept. In response, the purpose of this paper is to conduct a behavioural study on consumers’ adoption of self-collection service via APS.
Design/methodology/approach
By synthesising theoretical insights from the innovation diffusion literature and attitude theories, a conceptual model is developed and empirically validated. Perceived characteristics of APS are present to directly influence the consumers’ adoption intention, or indirectly through attitude. A total of 170 valid responses are collected from a survey conducted in Singapore and the data are analysed using structural equation modelling.
Findings
Consumers’ favourable attitude and perceived relative advantage of APS directly lead to stronger adoption intention. On the contrary, consumers’ perceptions on compatibility and trialability and on complexity indirectly influence their adoption intention via attitude, in a positive and in a negative way, respectively. Additionally, attitude is found to be the most influential factor contributing to consumers’ adoption intention.
Research limitations/implications
The scope of this paper is limited to e-consumers’ initial adoption decision. Future research should examine the consumers’ adoption behaviour further down the innovation adoption process, such as continuance and commitment.
Originality/value
This research conceptualises and validates the consumers’ adoption behaviour of APS from a synthesised view of innovation diffusion and attitude theories, theoretically and empirically contributing to the field of study on logistics innovations from the consumers’ perspective.
Keywords
Acknowledgements
The authors are grateful to the editors and two anonymous reviewers for their valuable feedback and insightful comments. The authors would also like to thank the graduating bachelor degree’s students in collecting some of the field data used in this study. There is no conflict of interest.
Citation
Wang, X., Yuen, K.F., Wong, Y.D. and Teo, C.C. (2018), "An innovation diffusion perspective of e-consumers’ initial adoption of self-collection service via automated parcel station", The International Journal of Logistics Management, Vol. 29 No. 1, pp. 237-260. https://doi.org/10.1108/IJLM-12-2016-0302
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited