Title: A structural equation model for analysing the determinants of crowdshipping adoption in the last-mile delivery within university cities
Authors: Carlo Giglio; Annarita De Maio
Addresses: Department of Civil, Energy, Environmental and Material Engineering, Mediterranean University of Reggio Calabria, Via Graziella – Feo di Vito, 89124, Reggio Calabria, Italy; Imperial College Business School, Imperial College London, South Kensington Campus, SW7 2AZ, London, UK ' Department of Mechanical, Energy and Management Engineering, University of Calabria, Ponte Pietro Bucci, cubo 41c, 7th floor, 87036, Rende (CS), Italy
Abstract: Crowdshipping is an emerging delivery paradigm in urban areas, where ordinary people can become real carriers in exchange for an incentive. Nevertheless, the adoption process of crowdshipping initiatives faces multiple barriers. This study aims at analysing the determinants of crowdshipping adoption in university cities, as behavioural investigations in such communities are less explored. A model of structural equations with Innovation Diffusion Theory's five fundamental determinants that influence the consumer adoption (relative advantage, compatibility, complexity, trialability, observability), and a further fundamental component (resistance to change), is presented. The study is based on a survey that involves the interviewees who live in a university city in Southern Italy. The data collected were processed using statistical techniques and discussed, evidencing the potentiality of application and the positive attitude related to a crowdshipping service of the users located in such a territory.
Keywords: crowdshipping; last-mile delivery; innovation diffusion theory; adoption intention; structural equation modelling.
International Journal of Applied Decision Sciences, 2022 Vol.15 No.2, pp.117 - 142
Received: 15 Jul 2021
Accepted: 10 Nov 2021
Published online: 18 Mar 2022 *