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Co-creating consumer logistics from self-collection to crowd-sourced delivery: An examination on contextual differences in last-mile

Author

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  • Wang, Xueqin
  • Wong, Yiik Diew
  • Chen, Tianyi
  • Yuen, Kum Fai

Abstract

This study examines consumers’ willingness to co-create last-mile logistics, focusing on (1) the motivational effects of empowerment and shared responsibility perceptions and (2) the moderating effects of private-social and paid-unpaid contexts. A sociological view of consumer labour is integrated into the value co-creation literature to develop a conceptual framework. A survey is used for data collection utilising a scenario-based within-subject design. We found that consumers are motivated by the seemingly paradoxical needs for both empowerment and shared responsibility when collaborating with logistics operators, with the individualising motive as the mediator. Furthermore, consumers’ co-creation patterns are context dependent. While the empowerment perception is the dominant motivator in private logistics contexts (e.g., self-collection), its salience is suppressed in social settings (e.g., crowd-sourced delivery), giving rise to the shared responsibility perception as the more influential motivator. Our analysis also revealed that the private-social contextual moderating effect is hinged upon the presence of monetary rewards.

Suggested Citation

  • Wang, Xueqin & Wong, Yiik Diew & Chen, Tianyi & Yuen, Kum Fai, 2023. "Co-creating consumer logistics from self-collection to crowd-sourced delivery: An examination on contextual differences in last-mile," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323004952
    DOI: 10.1016/j.jbusres.2023.114136
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    References listed on IDEAS

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    Cited by:

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    2. Liu, Xiaodi & Pang, Qiwei & Yuen, Kum Fai & Wang, Xueqin, 2025. "Transforming last-mile delivery into marketplaces of logistics services: An investigation on consumer participation motives, resources, and contextual differences," Journal of Business Research, Elsevier, vol. 200(C).
    3. Xiong, Yanyan & Cui, Xue & Yu, Liuming, 2024. "Impact of COVID-19 pandemic on online consumption share: Evidence from China's mobile payment data," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    4. Liu, Xiaodi & Zhou, Zengze & Yuen, Kum Fai & Wang, Xueqin, 2024. "Green and gamified! An investigation of consumer participation in green last-mile from a gamification affordance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    5. Jude, Gareth & Fahimnia, Behnam & Beck, Matthew John, 2026. "Consumer motivation to collaborate in last mile logistics," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 206(C).
    6. Liu, Xiaodi & Zhang, Dezhen & Nguyen, Cam Tu & Yuen, Kum Fai & Wang, Xueqin, 2025. "“Freedom–enslavement” paradox in consumers’ adoption of smart transportation: A comparative analysis of three technologies," Transport Policy, Elsevier, vol. 164(C), pages 206-216.

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