Unveiling the ripple effect of delayed deliveries on subsequent purchases: evidence from a parcel delivery union strike모바일 커머스 플랫폼에서의 배송 지연이 향후 구매 행태에 미치는 영향 분석

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 7
  • Download : 0
With the rise of m-commerce, customer expectations for fast delivery are on the rise, yet order fulfillment delays are often unavoidable and uncontrollable. However, there is a lack of research on this topic, with most studies neglecting the impact of order fulfillment glitches on subsequent customer purchasing behavior. This thesis aims to quantify the impact of delivery delays on subsequent net purchases and refunds using unique customer transaction data obtained from an online fashion retail platform. A difference-in-differences analysis was conducted using an exogenous parcel delivery strike that occurred in South Korea. The results suggest that the strike had a significant and lasting impact on net purchases, which persisted even after the resumption of delivery services. Regions with severe delivery delays initially showed a 2.29% decline in weekly net purchases on average, yet in the longer run, there was a 0.86% increase in one-day delivery product purchases. Additionally, customers who had experienced one-day delivery in the past recovered more quickly from the reduction in purchases, as did those with recent purchase history and higher previous purchase amounts. Furthermore, delays had a greater negative impact on differentiated products such as high-priced and niche items, resulting in an increase in net purchases of low-priced and mass products with one-day deliveries over time. It is noteworthy that despite the restoration of parcel delivery, delayed deliveries continued to reduce returns and exchanges of products, suggesting that customers began to make more thoughtful purchase decisions to avoid lengthy processes. This thesis highlights the significance of expedited delivery in mitigating the adverse effects of delivery delays on customer purchase behavior.
Advisors
조대곤researcher
Description
한국과학기술원 :경영공학부,
Publisher
한국과학기술원
Issue Date
2024
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 경영공학부, 2024.2,[iii, 32 p. :]

Keywords

빠른 배송▼a서비스 실패▼a파업▼a구매 행동▼a모바일 커머스▼a이중차분법; Fast delivery▼aService failure▼aStrike▼aPurchase behavior▼aMobile commerce▼aDifference-in-differences

URI
http://hdl.handle.net/10203/321863
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=1097691&flag=dissertation
Appears in Collection
MT-Theses_Master(석사논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0