Page 154 - Proceeding of Atrans Young Researcher's Forum 2019_Neat

“Transportation for A Better Life:
Smart Mobility for Now and Then”

23 August 2019, Bangkok, Thailand

To understand more about delivery millennials and 13.3% generation X. From this
challenges in Singapore, respondents were asked result, we can tell that having higher flexibility and
about the impact of specific delivery issues on their control during deliveries is a preferred for consumers
decision to make a purchase online. The delivery of all generations.
issues presented to respondents were expensive
delivery fees, not knowing the exact time of parcel Meanwhile, when asked if they are willing
arrival, late delivery, missed delivery, damaged to pay more for same day delivery, 35.2% are willing
parcels, being unable to change delivery time or to, 31% of respondents are neutral and 33.8% of
location and being unable to commit to a fixed parcel respondents are unwilling. Generation X and Z are
collection time. Comparing the impact across all the more willing to pay more for same day delivery
delivery issues, damaged parcels, missed deliveries while millennials and baby boomers were less
and expensive delivery fees had the most impact on willing. For Generation Z respondents, 42.9%
consumers’ decisions to make a purchase online. It responded that they are willing to pay more while
can be inferred that these are the top challenges that 28.6% are unwilling. Similarly, for generation X,
deters consumers from engaging in online commerce 40% are willing to pay more compared to 20% who
delivery services and thus addressing these issues are unwilling. In contrast, for millennials, 33.3% are
would minimize deterrents to their willingness to willing to pay more while 37.5% are unwilling.
make online purchases and deliveries. Lastly for baby boomers, 100% are unwilling to pay
more.

Fig 5 Willingness to pay more for same day
delivery and preference comparison between
delivery convenience and speed

4.2 Qualitative Focus Group Discussion
Fig 4 Impact of delivery issues on decision to make With an understanding of the current trends,
a purchase online challenges and preferences of the mobile commerce
and delivery industry in Singapore, a separate co-
The solution concept assumes that for creation / focused group discussion was conducted
consumers, one of the main challenges to their e- with 77 participants from Singapore to understand
commerce purchase and delivery process is the lack their attitudes towards the solution concept. The
of flexibility and control over delivery time and solution concept was first explained to the
location. To test this assumption, respondents were participants, then a series of questions were posted
asked to agree or disagree with the statement: “I to them to learn about their thoughts of the concept.
prefer to receive a delivery in a more convenient
time slot than to receive it quickly”. The intent was Out of the 77 respondents, 72% would shop
to understand if higher flexibility in delivery time and collect on the go if such a service was available,
and location would be more important to consumers 24% would not and 3% responded that it depends.
than faster but fixed deliveries. Majority of For the respondents who would not use such a
respondents, 67.6%, state that they would prefer to service, majority do not shop online and thus such a
receive deliveries in a more convenient collection service would not be useful to them. The two
time slot than to receive it quickly. This group of respondent who responded that it depends did so
respondents consisted of 100% of baby boomers, because there are certain scenarios in which they
73.3% of generation X, 64.6% of millennials, and would not use such a solution, such as when item is
71.4% of generation Z. The 8.5% who disagreed too bulky.
with the statement and would prefer to receive
parcels faster instead consisted of 8.3% of

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