The provision of outstanding delivery service is increasingly critical for retailers engaged in e‐commerce. As a result, many are interested in switching from their existing carrier to one that is more highly capable in order to better serve their customers. In making this switch, the retailer faces a dilemma: Better carriers cost more, so they will either have to accept a reduction in profit or increase the shipping charge to their customers. While research shows that shoppers recognize certain carriers as superior—and both theory and empirical evidence suggest that people are willing to accept certain cost‐justified increases to what they are charged in a transaction—studies also show that online shoppers loathe shipping charges. Thus, what is an e‐retailer to do? Through a series of vignette experiments, we examine the question of how online shoppers respond to a shipping charge increase when the retailer switches to a more highly perceived delivery carrier. Our findings show that shoppers are not particularly accepting of the switch, and while they are not likely to complain, resulting purchase intentions are notably low. Alternative strategies for implementing the carrier switch are also explored.

中文翻译：

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我的心物流-只是不要求我付款：响应送货承运人升级和随后运输费用增加的在线购物者行为

对于从事电子商务的零售商而言，提供出色的交付服务变得越来越重要。结果，许多人都希望从他们现有的运营商切换到功能更强大的运营商，以便更好地为他们的客户服务。零售商在做出这一转变时面临一个难题：更好的承运人要花更多的钱，因此他们要么不得不接受利润减少，要么要增加向其客户的运输费用。尽管研究表明购物者认为某些承运人是优越的，并且理论和经验证据都表明人们愿意接受某些合理的费用增加交易费用，但研究还表明，在线购物者不愿接受运费。因此，电子零售商应该做什么？通过一系列小插图实验，我们研究了以下问题：当零售商改用更受瞩目的送货承运人时，在线购物者如何应对运费的上涨。我们的调查结果表明，购物者并不特别接受这种转换，尽管他们不太可能抱怨，但最终的购买意愿却很低。还探讨了实现载波切换的替代策略。