Promoting Consumers’ Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories
Abstract
:1. Introduction
2. Theoretical Background and Hypotheses
2.1. Theoretical Background
2.2. Hypotheses Development
2.3. Mediation Effects in the Three-Stage Model
3. Research Method
3.1. Sample and Data Collection
3.2. Variables Measurement
4. Data Analysis and Results
4.1. Assessment of Measurement Model
4.2. Hypothesis Test
4.3. Mediation Effect Test
5. Discussion and Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Category | Items | Frequency | Percentage (%) |
---|---|---|---|
Gender | Male | 102 | 38.78% |
Female | 161 | 61.22% | |
Age | Less than 20 | 41 | 15.59% |
20–40 | 165 | 62.74% | |
41–60 | 47 | 17.87% | |
More than 60 | 10 | 3.80% | |
Educational Background | High school and below | 32 | 12.17% |
Bachelor’s degree (including college) | 186 | 70.72% | |
Master’s degree and above | 45 | 17.11% | |
Careers | Student | 78 | 29.66% |
Self-employed individual | 35 | 13.31% | |
Employee | 129 | 49.05% | |
Others | 21 | 7.98% | |
Regions | Eastern China | 94 | 35.74% |
Southern China | 47 | 17.87% | |
Western China | 29 | 11.03% | |
Northern C Prof. Dr. Rogelio Puente-Diazhina | 48 | 18.25% | |
Central China | 45 | 17.11% | |
Incomes (CNY) | Less than 3000 | 21 | 7.98% |
3000–6000 | 57 | 21.67% | |
6001–9000 | 99 | 37.64% | |
9001–12,000 | 54 | 20.53% | |
More than 12,000 | 32 | 12.17% |
Variables and Measurement | Loading |
---|---|
Customer-oriented service (α = 0.858, C.R. = 0.860, AVE = 0.701). | |
COS1. Logistics service providers should understand the needs of consumers. | 0.839 |
COS2. Logistics service providers should respond quickly to consumer needs. | 0.830 |
COS3. Logistics service providers should endeavor to maximize benefits for consumers. | 0.839 |
COS4. Logistics service providers should design and launch products and services with the consumer in mind. | 0.841 |
Environment-oriented service (α = 0.808, C.R. = 0.828, AVE = 0.721). | |
EOS1. Firms have a responsibility to protect the environment. | 0.870 |
EOS2. Firms and their employees understand the importance of protecting the environment. | 0.868 |
EOS3. Firms should have a clear policy for developing and implementing environmental management strategies. | 0.807 |
Perceived value (α = 0.835, C.R. = 0.840, AVE = 0.751). | |
PV1. Product delivery was accurate and satisfactory. | 0.880 |
PV2. The delivery person was friendly and the service was satisfactory. | 0.848 |
PV3. The services provided reflect the service provider’s concern and commitment to environmental protection. | 0.871 |
Psychological empowerment (α = 0.831, C.R. = 0.832, AVE = 0.747). | |
PE1. I am free to choose my shopping platform and service provider. | 0.880 |
PE2. I am free to choose whether or not to use reusable packaging. | 0.848 |
PE3. I am free to choose whether or not to participate in the recycling of transport packaging. | 0.866 |
Continuous use intention (α = 0.856, C.R. = 0.858, AVE = 0.776). | |
CUI1. I will prioritize this platform and logistics provider for future purchases. | 0.882 |
CUI2. If all other attributes (price, product, quality, etc.) are similar, I will continue to purchase products from that platform. | 0.873 |
CUI3. I would recommend the platform to my family and friends in the future. | 0.888 |
Green engagement intention (α = 0.848, C.R. = 0.851, AVE = 0.767). | |
GEI1. I like to simplify packaging when ordering and delivering products. | 0.872 |
GEI2. I would like to use reusable bags or boxes. | 0.879 |
GEI3. I am willing to cooperate with other environmental protection strategies of the company and contribute to environmental protection. | 0.876 |
Construct | COS | CUI | EOS | GEI | PE | PV | |
---|---|---|---|---|---|---|---|
AVE | COS | 0.837 | |||||
CUI | 0.448 | 0.881 | |||||
EOS | 0.244 | 0.273 | 0.849 | ||||
GEI | 0.374 | 0.375 | 0.146 | 0.876 | |||
PE | 0.342 | 0.366 | 0.207 | 0.354 | 0.865 | ||
PV | 0.463 | 0.434 | 0.173 | 0.330 | 0.526 | 0.867 | |
HTMT | COS | ||||||
CUI | 0.522 | ||||||
EOS | 0.293 | 0.329 | |||||
GEI | 0.440 | 0.439 | 0.170 | ||||
PE | 0.405 | 0.433 | 0.247 | 0.418 | |||
PV | 0.543 | 0.508 | 0.206 | 0.390 | 0.630 |
Hypothesis | Path | Path Coefficient | p Value | Results |
---|---|---|---|---|
H1 | COS -> PV | 0.448 | <0.001 | Supported |
H2 | COS -> PE | 0.31 | <0.001 | Supported |
H3 | EOS -> PV | 0.064 | 0.12 | Not Supported |
H4 | EOS -> PE | 0.132 | 0.014 | Supported |
H5 | PV -> CUI | 0.333 | <0.001 | Supported |
H6 | PV -> GEI | 0.199 | 0.001 | Supported |
H7 | PE -> CUI | 0.191 | 0.001 | Supported |
H8 | PE -> GEI | 0.249 | <0.001 | Supported |
Effect | Path | Estimate | SE | LL | UL |
---|---|---|---|---|---|
Total indirect effect | COS -> CUI | 0.208 | 0.038 *** | 0.15 | 0.274 |
COS -> GEI | 0.166 | 0.037 *** | 0.109 | 0.232 | |
EOS -> CUI | 0.047 | 0.026 * | 0.008 | 0.093 | |
EOS -> GEI | 0.046 | 0.022 * | 0.012 | 0.085 | |
Specific indirect effect | COS -> PV -> CUI | 0.149 | 0.037 *** | 0.092 | 0.212 |
COS -> PV -> GEI | 0.089 | 0.033 ** | 0.039 | 0.147 | |
EOS -> PV -> CUI | 0.021 | 0.019 | −0.006 | 0.057 | |
EOS -> PV -> GEI | 0.013 | 0.012 | −0.004 | 0.036 | |
COS -> PE -> CUI | 0.059 | 0.025 ** | 0.024 | 0.104 | |
COS -> PE -> GEI | 0.077 | 0.029 ** | 0.034 | 0.13 | |
EOS -> PE -> CUI | 0.025 | 0.015 * | 0.005 | 0.054 | |
EOS -> PE -> GEI | 0.033 | 0.018 * | 0.008 | 0.067 |
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Ding, J.; Lee, E.-S. Promoting Consumers’ Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories. Behav. Sci. 2024, 14, 771. https://doi.org/10.3390/bs14090771
Ding J, Lee E-S. Promoting Consumers’ Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories. Behavioral Sciences. 2024; 14(9):771. https://doi.org/10.3390/bs14090771
Chicago/Turabian StyleDing, Jiangmin, and Eon-Seong Lee. 2024. "Promoting Consumers’ Sustainable Consumption of Online Retail Cold Chain Logistics Services: Extended Applications of SOR and Cognitive-Affective-Conative Theories" Behavioral Sciences 14, no. 9: 771. https://doi.org/10.3390/bs14090771