An investigation of consumer switching intention on the use of automated courier station from a signaling perspective

The escalating demands for last-mile delivery services have reached unsustainable levels with the fast expansion of e-commerce. Encouraging users’ switching intention to use greener delivery options such as automated courier stations (ACS) (i.e., unstaffed delivery facilities with recycling points) is vital. Employing the signaling theory, a comprehensive theoretical model was formulated to examine the latent green signals that influence users' switching intention to use ACS. A survey was conducted and gathered 612 valid responses in Singapore, and the data was analyzed through structural equation modeling. The findings reveal that the impact of green signals (i.e., green attributes, green information, green social norms, and green participation of other users) on users' switching intention is entirely mediated by the perceived green value of ACS. Additionally, the influence of perceived green value on switching intention is partially mediated by users' perceived satisfaction with ACS. This study distinguishes itself from existing literature by employing signaling theory to elucidate the effects of green factors on switching intention, thereby mitigating information asymmetry between retailers and users. In conclusion, this study enhances the existing literature on switching intention to use green ACS and provides insights into policies and management practices of last-mile logistics.