ABSTRACT

E-commerce logistics services are increasingly offering innovative solutions that invite consumers’ co-creation. Although value co-creation empowers consumers, it also connotes a sense of exploitation. This study explores the fairness perspective of co-creating satisfactory logistics services, using self-collection service as an example. A theoretical model based on synthesized insights of Fairness Heuristics and Selective Information Processing was conceptualized and validated. Survey data were collected from 680 actual self-collection users. The findings show a three-pronged service evaluation process with consumers’ fairness perception as a central anchorage. Furthermore, the satisfaction formation process is moderated by consumers’ pre-formed beliefs leading to biased evaluations of co-creation experiences. This study contributes to literature with a contingent framework of consumers’ participation in logistics services, suggesting a heuristic-based process of value co-creation among the consumers. We also create practical insights on consumers’ preformed beliefs toward the logistics services and service providers that lead to a biased satisfaction formation process.

摘要

电子商务物流服务越来越多地提供创新解决方案，邀请消费者共同创造。价值共创虽然赋予消费者权力，但也意味着一种剥削感。本研究以自提服务为例，探讨了共创满意物流服务的公平视角。基于公平启发式和选择性信息处理的综合见解的理论模型被概念化和验证。调查数据是从 680 名实际自收集用户中收集的。调查结果显示了一个三管齐下的服务评估过程，以消费者的公平感知为中心。此外，满意度形成过程受到消费者预先形成的信念的调节，从而导致对共同创造体验的有偏见的评价。本研究为具有消费者参与物流服务的条件框架的文献做出贡献，表明消费者之间基于启发式的价值共同创造过程。我们还就消费者对物流服务和服务提供商的预先形成的信念创造了实用的见解，这些信念导致了有偏见的满意度形成过程。