Identifying consumer’s last-mile logistics beliefs in omni-channel environment

Over the past few years, retailers have offered new alternatives in last-mile logistics for consumers’ purchases; however, still, it is unclear why consumers select one option over another. A significant number of studies have tried to give some guidance, but very little research has considered the consumer’s point of view; specifically, in Omni-channel environment it has been undiscovered. To fulfil this gap, this study tends to identify some beliefs that may affect consumers’ behaviour in last-mile logistics. However, to validate these beliefs this study uses the Theory of Planned Behaviour (TPB) approach. Following the TPB, this study employs an online questionnaire to obtain 280 samples of Spanish students. The final results show that although some beliefs such as convenience, risk of time, and finances are consistent with previous studies, there are new salient beliefs in which have not been identified before: Accessibility & Comparability. As a conclusion, this study not only is an effective mechanism for predicting the intention of selecting a last-mile logistics by consumers, but also can be guidance and assistance for practitioners to develop proper strategies for facilitating consumer’s shopping journey, and ultimately, improving consumer’s satisfaction.