Research on Consumers’ Preferences for the Self-Service Mode of Express Cabinets in Stations Based on the Subway Distribution to Promote Sustainability

Abstract

With the explosive growth in the express delivery business, last-mile delivery issues have come to the forefront in China. Subway-based distribution has been demonstrated and practiced. The self-service mode of express cabinets in stations based on the subway distribution can effectively reduce the last-mile delivery costs, increase the utilization rate of public transportation resources, and reduce traffic congestion and carbon emissions. This paper designed self–service mode of express cabinets in stations and discussed the feasibility by investigating consumers’ preferences. The consumers’ preferences and influencing factors were examined by using the multicategorical logit model. The results show that consumers’ gender, education level and number of online purchases per month have an impact on consumers’ preferences. The majority of consumers are willing to actively engage in green consumer behavior. Meanwhile, consumers are more concerned about whether the express mode is convenient to conduct and the queuing of an express cabinet. Some suggestions and recommendations on promoting this self-service mode were put forward, such as pushing different advertisements for different groups of consumers, designing efficient and multi-function express cabinets, and adopting a reward system. This research provides guidance for decision making regarding the promotion of a new self–service mode based on the subway distribution, which can promote sustainable consumption and improve the efficient operation of urban last-mile delivery and the low-carbon development of urban transportation.