Jerry Lin

Jerry Lin is a master’s student in Supply Chain Management at Rotterdam School of Management (RSM), Erasmus University Rotterdam. His thesis investigates on how delivery fee, delivery lead time, and the sustainability of delivery mode influence consumers’ willingness to pay (WTP) for online food delivery services. 

He employs a choice-based conjoint (CBC) experimental design to deep dive into consumers' behaviors within online food delivery services. The survey combines multiple online food ordering scenarios and attributes, including price, lead time, and vehicle mode with carbon emission information. Using a Hierarchical Bayes (HB) model, his study quantifies the relative importance of each attribute, explores interaction effects, and estimates consumers’ WTP under different conditions. In addition, the research also incorporates the Theory of Planned Behavior (TPB) to examine how psychological factors affect the likelihood of choosing greener delivery options. The findings reveal that sustainability attitude is a strong predictor of eco-friendly choice behavior, and that consumers are more willing to pay for faster or greener delivery when travel time to the restaurant is longer. 

By linking conjoint analysis with behavioral theory, this research provides actionable insights for online food delivery platforms to optimize pricing strategies, balance operational efficiency with sustainability goals, and inform policy development aimed at promoting greener last-mile delivery practices.