CHAPTER 5: DISCUSSION, IMPLICATION AND CONCLUSION
5.3 Implications of Study
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5.2.6 Relationship Between Perceived Trust and Customers’
Intention to Use Self-Collection Service
Based on the significance level analysis, the results showed p-value is 0.002 which is less than 0.05, implicating that there is a significant relationship between perceived trust and customers’ intention to use self-collection service. Thus, H6 is accepted.
From the research of Pai et al. (2018), the researchers discovered that perceived trust positively influence the tourists’ intention to use biometric technology in hotel. They claimed that the tourists are more likely to stay in hotel that uses biometric technology if they trust the new technology. The adoption of biometric technology can make the tourists to understand and trust hotels. As a result, tourists’ intention to use will increase when they are impressed by the hotel that adopt biometric technology. Therefore, the result from the research is acceptable and the perceived trust has significant relationship with intention to use self-collection service.
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able to know where to try out and experiment the self-collection service.
According to Stromberg et al. (2016), the new innovation that is simple to try and evaluate in a secure environment are expected to increase the customer’s intention to use it. Thus, the international retailers are suggested to enhance the trialability of self-collection service by adding more experimentation elements in the system in order to become more interactive with customers.
For example, customers can earn discount vouchers or free self-collection service by playing some games or activities in the system. With this improvement, it can attract the new potential customers to experiment the self- collection system as well as increase the existing customers’ familiarity of the system.
Besides, the researcher discovered that the customers are not likely to use the complex self-collection system. According to Syahadiyanti and Subriadi (2018), when the customers feel the system is needed to put extra efforts or find it burdensome, they will refuse to use the system. Therefore, the international retailers are suggested to design or modify their self-collection system to become simpler for their customers. For instance, they can reduce the steps of identification check in their self-collection system. The reduced complexity level can lead the customers to be more intentional to use self- collection system.
Moreover, the researcher found that the customers perceived benefits when receiving items by using self-collection service than home delivery. When customers consider the new innovation to be functional and advantageous, they will tend to use the innovation (Lin & Chen, 2012). Even though home delivery is the most famous alternative for last-mile delivery, it is hard to forecast whether the alternative competitors such as robotic delivery vehicle or drone will get popularity since technological advancements are growing rapidly. The elements that customers consider self-collection service to be beneficial may be extremely different and subjective depending on different
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individual different needs. Thus, the international retailers and logistics service providers must constantly focus on this area where customers perceive self-collection services to be beneficial in order to lower down their operational costs. For instance, they may choose to use various media channels to position self-collection service by emphasizing on the minimized environmental and societal implications andenhance the flexibility of collecting parcels.
Additionally, the researcher discovered that the customers perceived self- collection service is well suited with their experiences, needs, values, lifestyle and current situation. When customers have a good impression towards self- collection service or the service suits their needs, they will tend to use self- collection service (Yuen et al., 2018). When it comes to compatibility, the self-collection service location that offer is the customers’ main concern area.
The most frequent used delivery locations are located within the shopping malls that are linked to transportation networks which connect with the majority of customers’ basic daily activities. Thus, international retailers are suggested to constantly monitor the best location for self-collection stations which connected with shopping malls and metro trail transit (MRT) and relocate unpopular stations to a more strategic location to increase the utilization.
Furthermore, the researcher found that the customers are able to observe and explain to the others on how to use self-collection service to receive items.
According to Yi et al. (2006), the customers can have better understanding on the innovation and leads to have more intention to use the innovation when the innovation's tangible results are immediately visible. Therefore, international retailers are suggested to enhance observability of their self- collection service by improving the trialability. For instance, when the self- collection system is simple to try and experiment, it means that customers can learn quickly through observing and able to explain to others regarding this
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Lastly, the researcher discovered that the customers trust on the self-collection system. Customers’ perceived trust is a crucial indicator that drive the behavioural intention to use (Xia & Hou, 2016). However, customers might perceive risks where the self-collection system might threaten their personal information privacy that must be disclosed in the system. Since the Personal Data Protection Act of 2010 is not sufficient to protect the technology, thus the government is suggested to form a new technology-related laws online to ensure transparency and to protect users’ safety who use self-collection systems in any area of business. The international retailers also can strengthen their system to ensure better safety and reliability.
5.3.2 Theoretical Implications
This research can benefit the academicians who wish to investigate on the factors that affect self-collection service in the future. The proposed IDT framework with the added perceived trust are important indicators. They can adopt the variables from this research and applied them as a reference because the outcome indicate that it is an appropriate theoretical framework for this context. The result of the extend trust in diffusive concept is conducted successful which is same with previous studies. Thus, the future academicians can consider this variable in the IDT theory to analyse the consumers’
behaviour towards a new innovation. Additionally, self-collection service is considered in new topic among the existing technology such as facial recognition in the Malaysia context and the number of research about such topic is limited. Therefore, this research can benefit other academicians as benchmark of future research.
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