The effect of trust on the choice for crowdshipping services

The fast growth of e-commerce in urban areas has led to a surge in last-mile transportation demand and an associated increase of external effects: congestion, noise and visual pollution. This paper analyses a new urban freight transport service that has a potential to reduce this footprint: crowdshipping. Crowdshipping is a service where a package is delivered via a traveller who is already making a personal trip for other purposes. The decision of whether or not to use crowdshipping is known to be subject to various service, time and price conditions, including trust in a correct delivery. The effect of trust has not been investigated explicitly, however. We conduct a stated choice experiment and estimate a hybrid choice model with trust as a situation-specific latent variable. The research design allows us to explore how the relevant attributes influence service adoption via trust. We find a significant influence of established choice attributes on service adoption, except for the delivery company’s reputation and the possibility of damage. In addition, all attributes except delivery time have a significant influence on trust. We conclude that trust has a partially mediating effect on the adoption of the service except delivery time, and a fully mediating effect on adoption via reputation and damage.