Rural E-Customers' Preferences for Last Mile Delivery and Products Purchased via the Internet before and after the COVID-19 Pandemic

ABSTRACT

The purpose of this paper is to assess the impact of the COVID-19 pandemic on rural e-customers' preferences in terms of last mile delivery and products purchased via the Internet. This paper is based on the theory of last mile delivery (with a strong focus on the methods of delivery) and customers' preferences. It combines both theories to fulfil the paper's goal. In the paper, the literature review and multivariate data analysis of rural e-customers in Poland were used. The hypothesis states that there is a requirement for different last mile delivery solutions in rural areas than in urban areas in Poland. The research was carried out on a sample of 1071 adult Poles, who are residents of rural areas, using the standardized and structured computer-assisted interview (CAWI). The authors used the chi-square independence test, the Student t-test, one-way analysis of variance (ANOVA), regression models, and logistic models. The research shows that more than 60% of respondents living in rural areas order goods purchased online with a home delivery method and that online shopping preferences' changes are not so significant after the occurrence of COVID-19. Both before and after the pandemic, rural e-customers made online purchases most often 2–3 times a month. Nevertheless, some differences in the preferences of rural e-customers in terms of last mile delivery and purchasing preference can be seen considering their age, gender, or family size. The survey found that smaller families were more likely to choose free home delivery with a free return after the pandemic. The research presented in this paper provides essential information for courier companies, stores, and online platforms alike. Knowledge of preferences and their changes after the occurrence of COVID-19 can support the reorganization of last mile delivery to meet the needs of e-customers and to adapt to the increasing demands for sustainable transportation. © 2023 by the authors.