Willingness to Pay for Retail Logistics in E-Commerce

The present research investigates the willingness to pay (WTP) for retail logistics in e-commerce. To be more specific, the WTP for online shipments is the central issue. An online survey was conducted. Besides of shipping related questions, online consumer typology and behavior was queried. For the execution of the poll a convenience sample was used. After a descriptive analysis of the data, expectations stated a priori were tested. Further, an overview table of all expectations is given. Hierarchical clustering approaches were examined and a perceptual map was drawn.