A structural equation model for analysing the determinants of crowdshipping adoption in the last-mile delivery within university cities

Crowdshipping is an emerging delivery paradigm in urban areas, where ordinary people can become real carriers in exchange for an incentive. Nevertheless, the adoption process of crowdshipping initiatives faces multiple barriers. This study aims at analysing the determinants of crowdshipping adoption in university cities, as behavioural investigations in such communities are less explored. A model of structural equations with Innovation Diffusion Theory’s five fundamental determinants that influence the consumer adoption (relative advantage, compatibility, complexity, trialability, observability), and a further fundamental component (resistance to change), is presented. The study is based on a survey that involves the interviewees who live in a university city in Southern Italy. The data collected were processed using statistical techniques and discussed, evidencing the potentiality of application and the positive attitude related to a crowdshipping service of the users located in such a territory.