Switching intention in the online crowdsourced delivery environment: The influence of a platform's technological characteristics and relational bonding strategies

Kum Fai Yuen, Wei Hong Ng, Xueqin Wang*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

12 Citations (Scopus)

Abstract

This paper aimed to investigate the effect of the technological characteristics and relational bonding strategies of crowdsourced delivery (CD) service platforms on customers' switching intention. It was proposed that this effect was mediated by perceived value and switching cost. Five hundred survey responses were collected using a stratified random sampling strategy to represent Singapore's population. The collected data were analysed using structural equation modelling, which revealed that technological characteristics (i.e. ease of use, breadth of use and switching experience) influence the perceived switching cost. In addition, relational bonds (i.e. structural, financial and social bonds) influence perceived value. Furthermore, perceived value and switching cost influence switching intention. The combination of perceived value, switching cost and social exchange theory carries cogent explanatory power regarding users' switching intention in the CD industry (R2 = 81%). The findings also provide managerial implications for CD companies to formulate appropriate strategies to build customer loyalty in light of increasing competition.

Original languageEnglish
Article number102167
JournalTechnology in Society
Volume72
DOIs
Publication statusPublished - Feb 2023
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2022 Elsevier Ltd

ASJC Scopus Subject Areas

  • Human Factors and Ergonomics
  • Business and International Management
  • Education
  • Sociology and Political Science

Keywords

  • Crowdsourced delivery
  • Perceived switching cost
  • Perceived value
  • Social exchange theory
  • Stimulus–organism–response
  • Switching intention

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