[Paper Review] Crowd-shipping services for last mile delivery: analysis from survey data in two countries

Tho V. Le, Satish V. Ukkusuri|arXiv (Cornell University)|Oct 1, 2018

Urban and Freight Transport LogisticsEngineering8 references17 citations

TL;DR

This study analyzes crowd-shipping adoption and behavior in Vietnam and the U.S. using revealed and stated preference surveys, revealing distinct differences in requesters' delivery expectations and prospective crowd-shippers' willingness to participate. Key findings show higher willingness to work among younger, tech-savvy individuals in both countries, with significant variation in preferred delivery times and compensation preferences, informing targeted recruitment and business model design for last-mile delivery platforms.

ABSTRACT

The e-commerce boom has led to overwhelming demand for personalized delivery services. Accordingly, various start-ups and tech companies provide crowd-shipping services that aim to be more efficient and effective than traditional logistics options. These services are fueled by technological innovation, improved internet infrastructure, and increased smartphone use. However, the field of on-demand delivery faces several challenges, including specified pickup and delivery times and locations. Therefore, market demand and prospective crowd-shipper supply must be well understood to ensure industry success. This research analyzes current and future shipping behaviors, as well as potential employees' willingness to work (WTW) as crowd-shippers. Revealed and stated preference survey questionnaires were designed. The surveys were implemented in Vietnam and the US. This descriptive study makes use of the survey data sets to understand the behavior of requesters and potential crowd-shippers in the logistics market and assumes that crowd-sourced delivery is available. The results show requesters' various behaviors and expectations as well as prospective crowd-shippers' WTW in the two countries. The results can be used to recruit potential crowd-shippers and create business strategies that match requesters' and potential crowd-shippers' expectations.

Motivation & Objective

• To understand the behavioral patterns and expectations of e-commerce requesters in last-mile delivery across two diverse markets.
• To assess the willingness of potential individuals to act as crowd-shippers in on-demand delivery services.
• To identify key demographic and behavioral factors influencing participation in crowd-shipping platforms.
• To inform business strategies for recruiting and retaining crowd-shippers based on market-specific preferences.
• To support the design of efficient, scalable last-mile delivery systems using crowd-sourced labor.

Proposed method

• Conducted mixed-methods survey research using both revealed preference (RP) and stated preference (SP) questionnaires.
• Administered surveys in two distinct countries—Vietnam and the United States—to capture cross-cultural behavioral differences.
• Collected data on delivery preferences, timing, compensation expectations, and demographic profiles of requesters and potential crowd-shippers.
• Used descriptive statistical analysis to interpret survey responses and identify patterns in behavior and willingness to participate.
• Applied comparative analysis to contrast behaviors and preferences between the two national contexts.
• Assumed availability of crowd-sourced delivery services to model potential market dynamics.

Experimental results

Research questions

• RQ1 What are the key differences in delivery expectations (e.g., time, location, cost) between requesters in Vietnam and the U.S.?
• RQ2 What factors influence the willingness of individuals to become crowd-shippers in different cultural and economic contexts?
• RQ3 How do demographic characteristics such as age, gender, and smartphone usage affect willingness to participate in crowd-shipping?
• RQ4 What compensation levels and incentives are most likely to attract and retain potential crowd-shippers?
• RQ5 How do preferences for delivery timing and reliability vary between the two countries?

Key findings

• In both Vietnam and the U.S., younger individuals (under 35) showed significantly higher willingness to work as crowd-shippers compared to older age groups.
• A majority of potential crowd-shippers in both countries preferred same-day or next-day delivery options, with higher demand for faster service in urban areas.
• Compensation expectations varied: U.S. respondents expected higher pay per delivery than their Vietnamese counterparts, reflecting differences in income levels and purchasing power.
• In both countries, smartphone ownership and internet access were strong predictors of willingness to participate in crowd-shipping services.
• Vietnamese respondents were more willing to accept non-monetary incentives (e.g., gift cards) compared to U.S. respondents, who prioritized direct monetary compensation.
• Requesters in the U.S. placed greater emphasis on tracking and real-time updates, while Vietnamese requesters prioritized low-cost and flexible delivery windows.