Consumer loyalty to crowdsourced delivery: application of UTAUT and the health belief model

• Main Author: Wong, Ying Qi
• Other Authors: Yuen Kum Fai
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Engineering::Maritime studies; Social sciences::Psychology
• Online Access: https://hdl.handle.net/10356/158823
• Institution: Nanyang Technological University

Compared to traditional modes of delivery, crowdsourced delivery (CD) offers many advantages to businesses, consumers and the general public. Due to network externalities, the magnitude of these advantages increases when consumer loyalty is developed. This study aims to identify the determinants of consumer loyalty to CD by amalgamating four theories. They are the unified theory of acceptance and use of technology (UTAUT), health belief model, perceived value theory and trust theory. A questionnaire was designed and administered on 500 respondents in Singapore. The questionnaire data were then analysed using structural equation modelling. The findings of this study show that the UTAUT and health belief model constructs (i.e., effort expectancy, performance expectancy, social influence, facilitating conditions and perceived susceptibility) have significant direct impacts on perceived value of CD. Perceived value has direct and indirect effects on consumer loyalty through trust. This study contributes to the literature in both theoretical and practical aspects. First, this study built a framework to understand the development of consumer loyalty to CD through consumer and health-belief viewpoints. Second, these findings provide practical areas of improvement for CD operators and policymakers in resource allocation, security and marketing to improve consumer loyalty to CD.