Driving Consumers' Purchase Intention toward Smart Logistics Delivery Systems: The Roles of Digital Service Marketing Mix and Platform Trust

Abstract

         The objectives of this research were threefold: 1) to examine the levels of digital service marketing mix factors, platform trust, and consumers' purchase intention toward smart logistics delivery systems in the Bangkok Metropolitan Area; 2) to analyze the influence of digital service marketing mix factors on purchase intention; and 3) to analyze the influence of platform trust on consumers' purchase intention toward smart logistics delivery systems. This study adopted a quantitative research methodology, collecting data via an online questionnaire from a sample of 400 consumers in the Bangkok Metropolitan Area who had experienced using smart logistics delivery systems. Descriptive and inferential statistics utilized for data analysis included frequency, percentage, mean, standard deviation, Pearson's linear correlation coefficient, and Multiple Regression Analysis.

         The research findings revealed that: 1) the digital service marketing mix factors, platform trust, and consumers' purchase intention were overall at a high level; 2) the digital service marketing mix factors exerted a positive and statistically significant influence on purchase intention at the .05 level, with cost-effectiveness having the highest predictive weight (β= 0.294), followed by speed and convenience in delivery (β= 0.241), and digital communication (β= 0.152), respectively; and 3) platform trust factors exhibited a positive and statistically significant influence on purchase intention toward smart logistics delivery systems at the .05 level, with platform reliability demonstrating the highest predictive weight (β= 0.138), followed by system and data security (β= 0.124). Collectively, the predictive model accounted for 34.6% of the variance (R² = 0.346) in consumers' purchase intention toward smart logistics delivery systems, with statistical significance