Abstract
E-commerce has experienced significant growth in South Africa over the years. Contributing not only to the economy but also shaping consumers’ lifestyles, particularly through the widespread adoption of last-mile delivery services. Students are among the most active participants in online shopping, influenced by social media trends and a need for convenience in their fast-paced lifestyles. Students prioritise convenience, as online shopping provides them with budget-friendly options, access to discounts and affordable purchases. However, the demand for faster and more reliable delivery has increased the pressure on retailers, leading to increased delivery fees that are often passed on to consumers.
This study investigated the last-mile delivery experiences and preferences of students residing in Auckland Park and Braamfontein, two student populated suburbs in Johannesburg, South Africa. A positivist research paradigm and an evaluative research design was adopted, using a quantitative research approach. Data were collected through an online questionnaire distributed via social media platforms, such as WhatsApp, Instagram, and LinkedIn. The target population was students based in Auckland Park and Braamfontein who had previously used an online shopping last-mile delivery service. A total of 474 usable questionnaires were obtained and subjected to factor analysis and multiple regression analysis. The results revealed that students prefer doorstep (home) delivery over other available last-mile delivery methods. However, it was revealed that students are highly sensitive to high delivery fees and longer waiting times.
The findings also indicated that some student accommodation prohibited security guards from receiving parcels on behalf of students. As a result, students either had to rely on friends or roommates to collect their deliveries or risk missing classes and other commitments. It is therefore, recommended that online retailers and last-mile delivery service providers consider offering student-specific delivery discounts to make delivery services more affordable. Furthermore, it is suggested that smart lockers be installed at campus entrances or student accommodation facilities, allowing delivery drivers to securely deposit parcels. Students would receive a unique code to retrieve their parcel at their convenience. Understanding students' user last-mile delivery service experience is important, as they represent a significant portion of online shoppers and are likely to become seasoned consumers in future. Enhancing last-mile delivery service is imperative for
businesses aiming to attract and retain this market segment as it directly impacts satisfaction and loyalty.