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Transforming last-mile delivery into marketplaces of logistics services: An investigation on consumer participation motives, resources, and contextual differences

Author

Listed:
  • Liu, Xiaodi
  • Pang, Qiwei
  • Yuen, Kum Fai
  • Wang, Xueqin

Abstract

Contemporary logistics services have reshaped last-mile delivery into dynamic marketplaces, where consumers engage directly through self-collection or by assisting others in social delivery. This shift signals a move towards consumer-centrism in logistics, which recognises the necessity of consumer participation and value co-creation. Drawing on the service-dominant logic perspective, this study examines consumers’ willingness to participate in logistics value co-creation by focusing on the dual motives of individualising and relating, the mediating role of resource integration tendency, and the moderating effects of two logistics scenarios: self-collection and social delivery. Structural equation modelling (n = 500) reveals that while both motives positively influence consumer participation, resource integration tendency unexpectedly plays a negative mediating role. Additionally, the results demonstrate contextual differences: the individualising motive is more influential in self-collection, whereas the relating motive dominates in social delivery.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:jbrese:v:200:y:2025:i:c:s0148296325004473
    DOI: 10.1016/j.jbusres.2025.115624
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    References listed on IDEAS

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