| With the development of e-commerce in China,the shopping modes of customers have become increasingly rich,and network channels have gradually become an indispensable part of the modern commercial circulation system.In 2019,online retail sales of physical goods accounted for 20.7 percent of total retail sales of consumer goods,an increase of 8.1 percentage points compared with 2016.As an important carrier of e-commerce,China's express delivery industry has also entered a period of high growth in the past decade.In 2019,the volume of express delivery in China reached63.5 billion pieces,which has achieved the target of doubling compared with the 31.2billion pieces in 2016.This makes the pressure of "the last kilometer" of express delivery to improve quality and efficiency more prominent.Against this background,companies have begun to deploy smart self-pick-up cabinets,which reduce the delivery burden of couriers and provide flexible delivery solutions for online shoppers who are not able to sign and receive packages immediately.However,the construction and operation of intelligent self-pick-up cabinet also face many challenges.On the one hand,its investment is huge,but the profit model is not clear,almost all service providers are in a state of serious loss;On the other hand,some customers are also protesting against couriers who put express packages into smart self-pick-up counters without permission,resulting in the failure to protect consumers' rights to door-to-door delivery services.The feng-nest charging storm that broke out at the end of April 2020 was generated under the above predicament.Although the charging dispute gradually subsided with the concession of the service provider,it reflected that people's understanding of the operation law of intelligent self-pick-up cabinet is still very insufficient,and the support of academic research for industrial practice needs to be strengthened.Literature review found that the current theoretical research on intelligent self-pick-up cabinets is mostly from a macroperspective,and there are few reports on the exploration of customers' willingness to choose and its contributing factors.Therefore,why do some customers prefer the self-pick-up counter and are even willing to pay for it,while others strongly object to the delivery to the counter and refuse the overtime payment policy? The existing research cannot give a reasonable explanation logic.This paper explores and analyzes the influence mechanism of customers' psychological contract on their choice intention of self-pick-up cabinet.Based on the theoretical guidance of the technology acceptance model,a conceptual model with four variables including customer psychological contract,perceived value,transformation cost and choice intention is constructed,and the corresponding research hypothesis is proposed.Based on 883 valid samples,descriptive statistics,reliability analysis,validity analysis,common method deviation analysis,correlation analysis and regression analysis of research variables were carried out in this paper to confirm that the theoretical model constructed can be supported by sample data.The research shows that:the customer psychological contract has a significant positive effect on the perceived value and the customer's choice intention,the perceived value plays a mediating role in the functional relationship between the customer's psychological contract and the choice intention,and the conversion cost has a positive regulating effect in the functional relationship between the customer's psychological contract and the perceived value.Based on the findings of empirical research,this paper proposes several management Suggestions:Firstly,pay attention to the psychological feelings of customers.The psychological contract of customers exists objectively.The express delivery industry should pay attention to the psychological contract of customers and pay attention to the psychological feelings of customers when providing delivery services;Secondly,the perceived value of the self-pick-up cabinet should be strengthened.The perceived value affects the customers' willingness to choose the self-pick-up cabinet.The operators of the self-pick-up cabinet and the express delivery enterprises should intensify the publicity of the self-pick-up cabinet business within areasonable range,so as to improve the customers' perceived value;Thirdly,the transformation cost can be rationally utilized.The service provider of self-pick-up cabinet can let customers realize the existence of conversion cost and carry on emotional communication with customers by communicating with them,so as to consolidate the loyalty of customers to the choice of self-pick-up cabinet service.This paper theoretically expands the research perspective of intelligent self-pick-up cabinets,enriches the research scope of "the last kilometer" in the express delivery industry,and helps to explore the dynamic mechanism of customers' choice of intelligent self-pick-up cabinets.In practice,it can open up new ideas for relevant enterprises to optimize the promotion scheme of self-pick-up cabinet,promote service providers to carry out customer stratification,and provide management ideas for the implementation of precision marketing. |
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