|Author:||Lam, Yuen-wah Eva|
|Title:||On consumers' perspective of electronic parcel lockers in e-commerce delivery|
Consumers -- Attitudes -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
|Department:||Department of Computing|
|Pages:||xiii, 196 pages : color illustrations|
|Abstract:||Retailers are leveraging innovative self-service technologies (SST) in order to improve performance and reduce costs, while offering more convenient channel options and maximizing consumer value. With respect to the Hong Kong business-to-consumer (B2C) e-commerce market, several key players have challenged the status quo by introducing electronic parcel lockers as an alternative delivery method for consumers to collect their online purchases. However, are Hong Kong consumers ready to accept this novel self-service parcel collection technology? To understand how consumers perceive and evaluate this SST, the present study is conducted to investigate the main factors that influence Hong Kong consumers' attitude and behavioural intention to use parcel lockers for e-commerce delivery. The Technology Acceptance Model (TAM) developed by Davis (1989) serves as the main theoretical framework underpinning this research. A conceptual framework has been formulated with six antecedent beliefs of consumers' attitude, along with intention to use parcel lockers. The modified TAM is put forward to examine whether personal perceived values and technology features play important roles in the self-service parcel collection context.|
A structured questionnaire was developed to collect data from target respondents in Hong Kong and empirically test the conceptual framework. Using statistical analysis methods and structural equation modeling, data from a total of 182 usable responses were analyzed to examine the constructs in the modified TAM and identify the model's explanatory power in determining Hong Kong consumers' attitude and use intentions of parcel lockers. The final E-Locker Acceptance Model explained 55% of the variance in consumers' attitude toward parcel lockers and 19% in behavioural intentions. Perceived enjoyment was identified as the key driver of consumers' attitude, followed by perceived ease of use, need for human interaction, perceived convenience, and perceived security. In turn, attitude had a positive significant effect on intention to use parcel lockers. Contrary to what was expected, perceived usefulness was found to be insignificant in this study. Overall, the proposed conceptual framework adequately predicted and explained Hong Kong consumers' acceptance of parcel lockers for e-commerce delivery. Findings are useful for related market participants to develop strategic measures aimed at driving interest and reducing uncertainty of parcel lockers in this initial phase of technology adoption, ultimately increasing user acceptance and use of the technology.
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