Indonesian
Journal
of Innovation
and Applied Sciences
3 (3),
210-217 (IJIAS)
INDONESIAN
JOURNAL
OF INNOVATION
AND A(IJIAS),
PPLIED
SCIENCES
Journal Homepage: https://ojs.literacyinstitute.org/index.php/ijias
ISSN: 2775-4162 (Online)
Review Article

Volume 3

Issue 3

October (2023)

DOI: 10.47540/ijias.v3i3.1044

Page: 210 – 217

A Human Capital Perspective on Behavioral Factors Affecting Customers‖
Acceptance of Crowd Logistics: A Systematic Literature Review
Arvid Muzanenhamo1, Marcia Mkansi1
1

Operations Management, University of South Africa, South Africa
Corresponding Author: Arvid Muzanenhamo; Email: arvidmuzanenhamo@gmail.com
ARTICLE INFO

ABSTRACT

Keywords: Crowd Logistics, Human
Capital, Self-efficacy, Systematic
Literature Review.

This paper provides a systematic review of the customer‖s behavioral deliberations
that govern their choice to participate in a crowd-logistics market. Little attention
has been given to the crowd logistics platforms and small businesses. This paper
presents the analysis of customers' crowd logistics adoption from a behavioral
perspective. The study applied a systematic literature review method and examined
previous literature on crowd logistics from Science Direct and Taylor and Francis.
Systematic literature review involve the principles of transparency, rigor, and
replicability, which bring significant benefits over traditional literature reviews
through greater objectivity. The findings suggest that customers‖ ability to use
technology, safety considerations, desire to make social connections, trust, and
convenience are the factors that influence people‖s decisions to participate in
the crowd-logistics market. The findings of this study are valuable for empirical
research in a particular setting and strengthen the body of knowledge on the
adoption or acceptance of the crowd-logistics concept.

Received
Revised
Accepted

: 20 August 2023
: 15 October 2023
: 17 October 2023

INTRODUCTION

The last trip of a parcel between the local
depot and the client poses some challenges for
service providers (Bates et al. 2018). As a result, the
distribution of parcels, particularly in cities, is
coupled with countless challenges viz socioeconomic, technological, and ecological (Baldi et
al., 2019). The exorbitant charges of the entire
supply chain have triggered service providers to
create precise methods of distribution such as pickup stations. This way, the movement of parcels to
their final stages is left to the purchaser. Additional
routes to be covered, delivery time, and incurred
costs, as well as the loss of convenience, deter
customers who end up opting for home delivery
(Wang et al., 2019). An annual increase of 8%
average growth rate per year is predictable globally
between 2020 and 2025 (Deloison et al., 2020).
While 103 billion packages were distributed in
2019, this figure has the potential to double by the
year 2025. The combination of these two factors,
aggravated by other trends which include the
growth of cities, suggests that delivery cars in the

top 100 towns and cities are likely to grow by 36%
by the year 2030 (Deloison et al., 2020).
Against this background, it seems to be
difficult for service providers to decrease the times
for parcel distribution without incurring costs. This
is because customers seem to be unwilling to pay
high prices for delivery services (Tokar et al.,
2020). In this evolving environment of e-commerce,
management advocates for innovative resolutions
that can challenge traditional business practices
(Harrington, 2019). However, crowd logistics
presents itself as an innovative and advanced
solution. Crowd logistics is an information
connectivity-enabled marketplace concept that
bridges the supply and demand for logistics services
(Buldeo Rai et al., 2017). This evolution in crowd
logistics has prompted this study to focus on
behavioral factors influencing customers‖
acceptance of crowd logistics.
According to Rai et al. (2018), not many
studies have focused on crowd logistics, and some
research questions remain unaddressed (Mehmann
et al., 2015). Therefore, this paper seeks to discuss

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Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3 (3), 210-217
behavioral aspects that influence the acceptance or
adoption of crowd logistics in the current
digitalization era. Numerous writers have employed
several theories and models such as the Health
Belief Model (HBM), the Theory of Reasoned
Action, and the Multi-Attribute Utility Model
(MAU) to understand behaviors. The Health Belief
Model was not used in this study due to the inability
to determine behavioral differences. Theory of
Reasoned Action is limited in that it only predicts
positive behavioral intentions and the MultiAttribute Utility Model presumes that rational
decision-making takes place. This study centers on
Self-Efficacy theory which asserts that individual
mastery and achievement are determining factors of
behavior (Bandura, 1982). In addition, the study
suggests that persistence, determination, and the
ability to learn are some of the key aspects needed
to support the crowd logistics concept. Furthermore,
perceived self-efficacy determines the amount of
effort individuals will expend on a task and how
persistent they will be when facing obstacles, which
is important in this new concept of crowd logistics.
Moreover, self-efficacy affects a person's emotional
reaction to a task (Salazar, 1991).
A significant number of studies provided more
understanding of crowd logistics from various
perspectives. These perspectives include transport
reduction by crowd logistics (Paloheimo et al.,
2016), the contribution of social crowds in logistics
activities (Mladenow, Bauer, Strauss 2016), how
crowd logistics platforms create value (Li et al,
2019), the future of crowd logistics (Michel, et al.,
2022; Kunze, 2016). It is vital to have an
appreciation of the aspects of crowd logistics
acceptance or adoption to implement strategies that
aim to support the crowd logistics concept. This
review sought to add knowledge to the concept of
crowd logistics by finding the research gap to give
direction for further studies.
The next wave of goods delivery innovation is
likely to be impacted by emerging paradigms such
as delivery by ground drones, e-scooters, vehicle
automation, pick-up boxes, and crowd logistics
(Savelsbergh & Van Woensel, 2016). For each of
these innovations, a range of operational, business,
and behavioral problems must be tackled (Punel &
Stathopoulos, 2017). Rougès & Montreuil (2014)
also suggest several challenges that affect crowd
logistics including trust and liability issues,

maintaining a critical mass of couriers and
customers in tandem, and fostering acceptability of
new delivery models. As innovative as it is, the
crowd logistics movement requires further emergent
research agenda on public reactions and
acceptability. Understanding the acceptance of
crowd logistics is vital to gaining insights into
customer preferences for innovative shipping
services and permits demand forecast in the context
of emerging logistics initiatives. Furthermore,
behavioral perceptions contribute to advanced
operational models exploring crowd-sourcing and
help to promote the underlying business models of
crowd-shipping logistics (Rougès & Montreuil,
2014).
Personal Characteristics
Recognizing personal features is vital to start
forecasting the willingness to try and the transition
to persistent crowd logistics use. As an app-based
service, crowd logistics entices younger segments,
and users of ride services, such as Uber, tend to be
younger than the general population (Rayle et al.,
2016; Shaheen et al., 2016). Similarly, a study by
Punel et al (2018) revealed that crowd-shipping is
more prevalent among young people. This is an age
component affecting crowd logistics‖ acceptance
(Wang et al., 2023). Very few studies investigated
the nature of baby boomers and millennials
concerning the adoption or acceptance of crowd
logistics. In addition, the Self-Efficacy theory
provided that personal characteristics have a greater
influence on people‖s decisions. While the
millennial generation is more likely to adopt sharing
systems, it also appears that people with higher
levels of education are more likely users (Rayle et
al., 2016). These factors influence an individual‖s
behavior to engage in crowd logistics as they have a
strong effect on people‖s self-efficacy.
Social Environmental Factors
Miller et al. (2017) found that women tend to
be more hesitant to use crowd logistics platforms
for night deliveries. This is likely due to safety
issues (Panda et al., 2015; The Heights Board,
2016). However, this has been discussed without
emphasis on its effect on crowd logistics‖ adoption.
The public participates in sharing initiatives for
reasons, ranging from pecuniary to opportunities for
making social connections (Bellotti et al., 2015).
Social influence positively impacts behavioral
intentions (Zhou, 2020). This aligns with the Self-

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Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3 (3), 210-217
Efficacy theory that social factors can influence
individuals‖ judgments (Schunk & DiBenedetto,
2021). Alternatively, these personal considerations
may influence behavior and drive acceptance or
adoption which this study seeks to highlight in
crowd logistics. The influence of crowd logistics is
highly dependent on the transport behavior of the
crowd (Jeremic & Andrejic, 2019). Furthermore,
individuals who have a strong sense of community
and environmental concern are more likely to use
crowd-shipping (Zalia et al., 2021; Punel et al.,
2018).
Behavioral Factors
Computer Self-Efficacy can affect people‖s
behavioral intentions to use computers. Those who
perceive computers as difficult to use are more
likely to avoid using them (John, 2013; Karsten et
al., 2012; Loar, 2018). In contrast, ‗the higher the
individual‖s computer Self-Efficacy, the greater
his/her usage of computers‘ (Teo et al., 2010). In
the context of computer usage, ‗Computer SelfEfficacy‘ (CSE) refers to a person‖s confidence to
perform tasks using a computer (Karsten et al.,
2012). Self-efficacy has an important impact on
how a user perceives the usability of a new platform
or technology (John, 2013; Karsten et al., 2012;
Romero et al., 2009). However, Punel et al. (2018)
provided that individuals who have reservations
regarding trust are less likely to use crowd-shipping.
Similarly, Cebeci et al. (2023) concluded that trust
has a partially mediating effect on the adoption of
the service. These are behavioral aspects this study
seeks to review as they are seldom addressed in
many studies, particularly in the context of crowd
logistics adoption or acceptance.
A review of the literature was done using a
systematic approach as it provides a reproducible
and transparent process that reduces bias (Tranfield
et al. 2003). Employing this approach, the study
aims to dissect the behavioral matters that influence
the adoption of the crowd logistics concept.
METHODS

The study followed a five-step method used in
a systematic review which seeks to give a robust,
unbiased synthesis of applicable studies in one
document (Tricco 2011, Khan, 2003).
Formulation of Research Question
A systematic review aims to provide answers
to particular questions, rather than a general

summary of the literature (Khan, 2003, Joanna
Briggs Institute, 2001). When formulating the
research question, literature was gathered in the area
of crowd logistics to determine the research gap.
Through discussion with other colleagues in
logistics, a question for the study was identified as
follows: What are the behavioral factors that
influence consumers‖ adoption or acceptance of
crowd logistics?
Identifying, Selecting, and Evaluating Relevant
Studies
A library search and analysis of past studies on
crowd logistics were applied, guided by a deliberate
resolution to only select literature on crowd
logistics in the study. When comparing secondary
data analysis to other methods, it can be found that
this method is cheap and modest (Neuman, 2011).
The review centered on the relationship between
crowd logistics and behavioral deliberations. The
library search method made use of online articles
and manual study materials. These are journal
articles, textbooks, and newspaper articles.
Databases for crowd logistics such as Taylor and
Francis, and Science Direct were used to obtain
research papers (with the keyword: crowd logistics).
The search was between 2010 and 2022. The reason
for selecting the year ‗2010‘ is that this is the era
when the concept started to gain momentum. The
study refined the search by adding the keywords
‗behavioral‘ and ‗human capital‘ from journal
articles, book chapters, and conference papers.
Analyse and Synthesize Studies
This paper restricts itself to summarizing the
findings explanatorily to determine the behavioral
factors influencing crowd logistics‖ adoption or
acceptance. Very few studies have examined the
influence of behavioral factors in crowd logistics‖
acceptance as a technologically innovative concept
which this study seeks to analyze using a systematic
literature review.
Report and Use the Results
This section provides what is known and
unknown about behavioral factors and crowd
logistics. The findings and discussions are presented
in the sections that follow. The analyzed papers
below allowed the study to examine crowd logistics
from a behavioral perspective as shown in the table
above. The selected papers represent the main
aspects of research.

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Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3 (3), 210-217
Authors Year
Punel et al, 2018
Zhou et al, 2020
Cebeci et al,
2023
Wang et al, 2023
Galkina et al,
2021
Alnaggar et al,
2021
Le & Ukkusuri,
2019
Fan et al, 2022
Buldeo et al,
2017
Punel et al, 2017
Hamari et al,
2016
John, 2013
Yuen et al, 2019

Focus of study on human factors affecting crowd logistics
acceptance
Studying determinants of crowd-shipping use
Understanding consumers‖ behavior to adopt self-service
parcel services for last-mile delivery
The Effect of Trust on the Choice of crowd-shipping Services

Identified factors

Public acceptance of crowdsourced delivery from a customer
perspective
The factors influencing the potential willingness of people to
become occasional couriers for the delivery of goods using
crowd shipping technology
Analysis of the current industry status of crowdsourced
delivery
The different behavioral considerations that govern the choice
of people to engage in a crowd-shipping market.
Food-delivery behavior under crowd-sourcing mobility
services
Developing a comprehensive definition for Crowd Logistics
and identifying factors determining the sustainability of
Crowd Logistics.
The factors that influence the acceptability and preferences for
crowd-shipping
People's motivations to participate in Collaborative
Consumption.
The antecedents and effects of computer self-efficacy
The determinants of customers‖ intention to use smart lockers

Behavioral factors

RESULTS AND DISCUSSION

The existing literature explains crowd logistics
from different dimensions encompassing transport
reduction by crowd logistics, its bearing on the
environment, social crowds influence in logistics,
value creation, and the future of crowd logistics.
Much of the literature discusses crowd logistics
without emphasizing the behavioral aspects that
influence the acceptance of the crowd logistics
concept. This section presents the results of the
systematic review. The presentation is based on
theoretical constructs provided in the literature. This
paper effectively underscores aspects that influence
the adoption or acceptance of crowd logistics. These
include people‖s ability to use technology, the
people‖s level of education, the desire to make
social connections, trust, and safety considerations.

Behavioral factors
Social factors
Behavioral factors

Personal factors

Behavioral factors
Behavioral factors
Behavioral factors
Behavioral factors

Behavioral factors
Social factors
Social factors
Behavioral factors

Self-Efficacy Personal Factors
People‖s proficiency with technology
influences their desire to explore new things,
including level of education, and generational gaps.
These have a huge effect on the acceptance or
adoption of crowd logistics since the concept
heavily relies on digital applications. According to
Macharis and Kin (2017), the shipping industry is
gradually infiltrated by digitization which gives new
shape to delivery concepts. Furthermore,
millennials tend to be more accepting of
technological advancement
compared to baby boomers which affects
crowd logistics‖ acceptance. This confirms a study
by Wang et al (2023) that age is an aspect that has a
strong effect on crowd logistics adoption. This is
evident in the high number of young people
participating in Uber taxis. This reveals that many
individuals who have strong self-efficacy can use

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Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3 (3), 210-217
platforms of crowd-logistics (Romero et al., 2009;
John, 2013) than people who have lesser selfefficacy. The theory of Self-Efficacy explains that
people tend to judge their capability to use digital
applications. However, people in developed nations
seem to be more advanced in technology than
people in developing nations.
Self-Efficacy Social Factors
Safety concerns, identified as a personal factor
in the Self-Efficacy theory, have a great influence
on Crowd Logistics‖ acceptance due to high crime
rates in other parts of the world such as South
Africa and Venezuela, to mention just a few. A
study by Miller et al. (2017) found that females do
not accept a delivery during evening hours. This
brings another aspect of social/environment that
influences behavior as identified in the SelfEfficacy theory. Trust has affected the adoption or
acceptance of crowd logistics due to the high crime
rate, as provided by Rougès and Montreuil, (2014)
challenges such as trust among other challenges
influence crowd logistics. However, in areas with
low crime rates, Crowd Logistics seems to be
accepted due to the need to make social
connections. This is a recurring theme in this study.
Social variables influence the desire to make
connections (Schunk & DiBenedetto, 2021). These
behavioral insights will help to contribute to the
improvement of operational models that explore
crowd-sourcing and help to advance the underlying
business models of crowd logistics (Rougès and
Montreuil, 2014). The study also revealed that
crowd logistics acceptance is heavily influenced by
the desire of certain individuals for environmental
concerns. The campaign for going green by the
government and private organizations has created
awareness and the need for environmental
sustainability among citizens. Consequently, as
noted by Punel et al. (2018), an individual‖s concern
for the community and environment has a
significant influence on crowd logistics adoption.
Self-Efficacy Behavioral Factors
Despite the expansion of crowd logistics in the
market, there are still factors that hinder its
acceptance or adoption, which are behavioral
aspects. The above factors encompassing both
personal and social factors seem to be playing an
equal role in influencing the behaviour of
individuals to make choices of accepting or
adopting crowd logistics. The fourth industrial

revolution is coupled with technology which
favours the use of digital applications in crowd
logistics. Consumers tend to highly consider
traveling times, flexibility, convenience, reliability,
and security when requesting a ride (Agatz et al.,
2012, Yuen et al., 2019). Additionally, Punel et al.
(2018) stated factors that distinguish users from
non-users of crowd logistics, such as the sociodemographics and behavior of senders to the
broader built environment. Furthermore, individual
experiences of delivery impact the preferences for
shipping attributes. The study also highlighted trust
as a prominent behavioral aspect that affects crowd
logistics acceptance. This aspect has been identified
in the social context above that relates to the impact
of crime on crowd logistics. It is important to note
that the tracking and tracing feature of the crowd
shipping service has a strong influence on
acceptance. Consumers seem to trust a service that
enables them to track their parcels. Subsequently,
consumers also trust service providers with good
reputations (Cebeci et al., 2023).
From the above discussion of social, personal,
and behavioral aspects that affect crowd logistics
acceptance or adoption, the study has established
that behavioral aspects have a strong influence on
crowd logistics. This study holds significant
relevance in the crowd logistics concept as it has
highlighted several behavioral aspects that require
attention for continuous adoption of the concept.
CONCLUSION

On reviewing previous studies on crowd
logistics, it becomes evident that there is still a need
for a more comprehensive understanding of crowd
logistics. The discussion on behavioral aspects that
influence the acceptance or adoption of crowd
logistics warrants significant attention. All
concerned stakeholders need to take the initiative to
tackle the behavioral aspects that influence crowd
logistics adoption. Current literature discusses
crowd logistics from various dimensions with little
focus on behavioral factors that influence its
acceptance or adoption. Countries have different
contexts and settings that specifically affect the
adoption of crowd logistics with behavioral matters.
Thus, unique countries' peculiarities still require
special attention which further empirical research
may uncover. Matters of transport reduction,
environmental sustainability, value creation, and the

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Indonesian Journal of Innovation and Applied Sciences (IJIAS), 3 (3), 210-217
future of crowd logistics remain important. This
study suggested that behavioral aspects do have a
greater influence on the acceptance of crowd
logistics in this digital era.
An emerging contribution to theory is how
behavioral factors affect the acceptance or adoption
of crowd logistics. For example, the inability to use
technology limits customers to accept and adopt
crowd logistics applications. Appreciation of these
factors can help to mitigate the effects of crowd
logistics adoption. The study further reveals that
behavioral factors such as trust, in a high-crime
environment limit the acceptance of crowd logistics
components. For instance, female customers do not
trust other people for evening deliveries (Miller et
al. 2017).
From a practice standpoint, the behavioral,
personal, and social factors provide an outline for
prospective entrepreneurs. They further clarify the
importance of digital acceptance in conducting
business. This is crucial for today‖s entrepreneurs
and customers to adopt electronic business
transactions. The insights for the practitioners are
outlined below.
1. Education of customers on new technological
applications can increase the acceptance of the
crowd logistics concept. Previous research
shows that the higher the individual‖s ability to
use technology, the greater the usage of
technological applications (Teo et al., 2010).
2. Organizational challenges such as cost
reduction and unavailability of delivery
transport can be minimized by crowd logistics
acceptance.
3. Behavioral aspects have a great impact on the
acceptance or adoption of the crowd logistics
concept.
4. Acceptance and adoption of the crowd logistics
concept can support the growth of e-retail.
The limitation of the study is that the research
is literature-based, hence empirical test is required.
Our findings suggest that behavioral factors have a
great impact on the acceptance of technological
applications such as crowd logistics. Future studies
can perform an empirical study to explore how the
performance of crowd logistics is affected by the
behavior of customers. Other studies can further
investigate what influences or motivates
entrepreneurs to use the crowd logistics concept.

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