Transforming last-mile delivery into marketplaces of logistics services: An investigation on consumer participation motives, resources, and contextual differences

Contemporary logistics services have reshaped last-mile delivery into dynamic marketplaces, where consumers engage directly through self-collection or by assisting others in social delivery. This shift signals a move towards consumer-centrism in logistics, which recognises the necessity of consumer participation and value co-creation. Drawing on the service-dominant logic perspective, this study examines consumers’ willingness to participate in logistics value co-creation by focusing on the dual motives of individualising and relating, the mediating role of resource integration tendency, and the moderating effects of two logistics scenarios: self-collection and social delivery. Structural equation modelling (n = 500) reveals that while both motives positively influence consumer participation, resource integration tendency unexpectedly plays a negative mediating role. Additionally, the results demonstrate contextual differences: the individualising motive is more influential in self-collection, whereas the relating motive dominates in social delivery.