E-commerce product delivery – creating perceived customer value

The article presents the results of quantitative studies on a student sample (n = 163) that allow to determine the importance of delivery terms in consumer purchasing decisions in e-commerce. The delivery was defined by three attributes: delivery time, delivery price and delivery method (delivery place). The objective of the article is to determine the hierarchy (importance) of individual attributes of goods delivery in e-commerce in shaping the perceived value of the offer for the customer. On this basis, a key research question can be defined: How individual attributes of goods delivery in e-commerce affect the perceived value of the customer's offer? For the analysis of the collected empirical material, a conjoint analysis was used, which makes it possible to determine the importance of individual delivery attributes for shaping the perceived customer value, but also to determine the optimal levels of individual attributes. Based on the analysis of the research results, the following conclusions can be drawn: 1) the importance of delivery attributes in shaping the perceived value is as follows: delivery price, delivery method and delivery time; 2) optimal delivery conditions, i.e., creating the highest perceived customer value, are: delivery on the same day, to the parcel machine and for free (PLN 0).

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