Adoption of Crowdsourced Delivery: An Online Focus Group Interview

Abstract

This research aims to investigate university students' perceptions of crowdsourced delivery and identify factors that influence crowdsourced delivery platform acceptance as a consumer and as a driver. Research design is a qualitative exploratory case study that was performed on university students' perceptions of crowdsourced delivery in Turkey. Online focus group discussions were used to collect data with 35 university students. Data included six online focus groups and were analyzed using thematic analysis. To increase credibility and trustworthiness, the researcher triangulation was applied. The findings show that as a consumer; performance expectancy, price sensitivity, social influence, and perceived risk and as a driver; compensation, working environment, and perceived risk affect acceptance of crowdsourced delivery. The findings are helpful for crowdsourced delivery platforms to increase the acceptance rate in the beginning stage of crowdsourced delivery and provide suggestive knowledge for other emerging countries. This paper highlights what factors influence students' acceptance of crowdsourced delivery in the introduction phase from the perspective of a group of university students in an emerging country. Therefore, crowdsourced delivery platforms that want to increase their market share quickly should organize custom campaigns for university students.