Consumer Motivation to Collaborate in Last Mile Logistics

Abstract

The rapid growth of online shopping has created significant challenges for retailers, particularly in last mile logistics, where the transfer of goods from retailer to consumer often leads to delivery delays, missed orders, or high costs. One way to address these challenges is through consumer collaboration, where shoppers assist in the process by using services such as click-and-collect, parcel lockers, or location-aware delivery apps. This study explores what motivates consumers to engage in such collaboration, drawing on supply chain collaboration and consumer cocreation literature. A framework of three potential motivators perceived value, brand relationships, and self-efficacy, was developed and tested through a survey of 374 online shoppers using structural equation modelling. The findings show that perceived value and self-efficacy significantly influence consumer motivation to collaborate, while brand relationships were less important than expected. Building on these results, a revised two-stage model was proposed, showing that consumers first recognise the value of collaboration before becoming regular collaborators. This research contributes to theory by extending supply chain collaboration into the consumer domain and highlights practical strategies for retailers, including simplifying collaboration processes, expanding value propositions, and targeting younger, more educated consumers most likely to adopt such practices.