|
|
|
| Consumer’s Selecting Willingness of Picking up Parcels: An Empirical Retest for Service Driving Hypothesis |
| XU Junjie,JIANG Ling, LI Yiliang |
| Anqing Normal University, Anqing，Anhui, China |
|
|
|
|
Abstract Based on the latest samples collected from Taobao website, this study is dedicated to reveal the relationship among service defect of home delivery, perceived risk of home delivery and consumer’s pickup willingness in order to retest the hypothesis of service driving theory. The research results show that, service defect not only promotes directly but also has indirect influence via the mediator of perceived risk on consumer’s pickup willingness. Perceived value of pickup pattern has produced adjustment effect on the route between service defect of home delivery and consumer’s pickup willingness as well as the route between perceived risk of home delivery and consumer’s pickup willingness. According to the empirical results, service driving hypothesis is reasonable currently and the firms should propose a clear and definite service positioning policy. Meanwhile, the marketing scheme is also suggested to be modified to reinforce the value publicity.
|
|
Received: 29 April 2014
|
|
|
|
|
|
|
2014, Vol. 11 
