Online shoppers' intention of using self collection services for last mile delivery: The mediating role of perceived customer value and the moderator effect of customer innovativeness

Developing technology and new customer expectations have led businesses to focus on last mile delivery. Many developed countries continually develop systems such as self-collection for last-mile delivery, as an alternative to home delivery, for customers who are frustrated by serious delivery problems and poor delivery services. As an implementation of self-service technology, the self-collection system is a logistical innovation to address the inefficiency of traditional home delivery. However, the long-term feasibility of this system depends on consumers' acceptance of this concept. In this study, it is analyzed the intention of customers to use the self-collection method as the last mile delivery method. The characteristics of innovation were assumed to be key factors affecting the customer's intention to use self-collection services and were tested along with demographic features. Survey data collected from 389 consumers who shop online were analyzed using regression analysis and Sobel test. SPSS 23 program was used for analysis. The results of the analysis show that the five main characteristics of innovation (Relative advantage, compatibility, complexity, trialability, and observability) positively affect the customer's intention to use self-collection services. In addition, the perceived consumer value and the consumer innovativeness, of which intermediary role was examined in the research model, had also significant and positive impacts. In this article, the literature on the characteristics of innovation and self-collection system has been reviewed and it is aimed to enrich the management of self-collection services. Keywords: Last-mile delivery, Self-collection, E-commerce, Perceived attributes of innovation, Marketing, Innovation