Sustainable crowdsourced delivery: A study of technological, health, value, and trust antecedents of consumer loyalty

Kum Fai Yuen, Le Yi Koh, Ying Qi Wong, Xueqin Wang*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)

Abstract

Crowdsourced delivery has various advantages over conventional delivery methods, including a decrease in emissions and road congestion. These benefits grow as consumer loyalty is established due to network externalities. This study seeks to identify the factors influencing customer loyalty to crowdsourced delivery through the unified theory of acceptance and use of technology, the health belief model, the perceived value theory, and the trust theory. First, a questionnaire was administered to 500 respondents in Singapore, and the data was analyzed using structural equation modeling. The findings show that technology and health belief constructs have direct impacts on the perceived value of crowdsourced delivery, while perceived value has direct and indirect effects on consumer loyalty through trust. Overall, this study contributes to the literature theoretically and practically by developing a paradigm for understanding the growth of customer loyalty to crowdsourced delivery from the perspectives of consumers and health beliefs. It also offers operators and policymakers concrete areas for improvement in resource allocation, security, and marketing to increase overall consumer loyalty to crowdsourced delivery.

Original languageEnglish
Article number137010
JournalJournal of Cleaner Production
Volume405
DOIs
Publication statusPublished - Jun 15 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2023 The Authors

ASJC Scopus Subject Areas

  • Renewable Energy, Sustainability and the Environment
  • General Environmental Science
  • Strategy and Management
  • Industrial and Manufacturing Engineering

Keywords

  • COVID-19 pandemic
  • Crowdsourced delivery
  • Health belief model
  • Loyalty
  • Unified theory of acceptance and use of technology

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