The application of the best-worst scaling method to the identification of determinants of consumers’ choices regarding a delivery method of products purchased online

Marcin  Pełka; Aneta Rybicka

doi:https://doi.org/10.59139/ws.2025.12.2

Marcin Pełka Uniwersytet Ekonomiczny we Wrocławiu, Wydział Ekonomii i Finansów, Katedra Ekonometrii i Informatyki, Polska / Wroclaw University of Economics and Business, Faculty of Economics and Finance, Department of Econometrics and Computer Science, Poland ORCID: https://orcid.org/0000-0002-2225-5229 , Aneta Rybicka Uniwersytet Ekonomiczny we Wrocławiu, Wydział Ekonomii i Finansów, Katedra Ekonometrii i Informatyki, Polska / Wroclaw University of Economics and Business, Faculty of Economics and Finance, Department of Econometrics and Computer Science, Poland ORCID: https://orcid.org/0000-0002-6453-9457 Wiadomości Statystyczne. The Polish Statistician, vol. 70, 2025, 12, s. 35-54 Opublikowano online: 31 grudnia 2025 DOI https://doi.org/10.59139/ws.2025.12.2 Sposób cytowania: Pełka, M., Rybicka, A. (2025). The application of the best-worst scaling method to the identification of determinants of consumers’ choices regarding a delivery method of products purchased online. Wiadomości Statystyczne. The Polish Statistician, 70(12), 35–54. https://doi.org/10.59139/ws.2025.12.2.

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ARTYKUŁ

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STRESZCZENIE

The measurement of preference and its analysis is a key concept in market research and more broadly, in the theory of economics. Preferences help explain how customers make their choices during purchases of goods and services on the market, e.g. which attributes of a product cause that consumers choose it. The theory of economics distinguishes between the stated and revealed customer preferences. The revealed customer preferences are consumers’ actual market behaviours (purchased products), expressed by historic data. Stated preferences are customers’ intentions to buy something. They can be measured in several ways, e.g. through conjoint analysis, discrete choice methods and best-worst scaling (BWS) – the latter in three variants, i.e. the objective, profile and multi-profile cases. When customers buy a product online, their choices are affected not only by products’ attributes, but also by delivery options. As customers can select one of several available options of delivery, it is essential to identify and assess how these options impact their choices. Such information will make it possible to offer delivery options preferred by online shoppers.
The aim of the study presented in this paper is to identify, by means of a multi-profile BWS method, factors that affect customer choices regarding delivery methods while shopping online. The data for the study was collected from September 2023 to September 2024 via an online Google form, using convenient and snowball sampling methods. The analysis identifies the payment and delivery options as the key factors that affect the choice of a delivery method. The authors also demonstrate that BWS is a valuable tool in preference analysis in the delivery sector and show the implications of their experiment as well as potential areas for future research.

SŁOWA KLUCZOWE

preference measurement, best-worst scaling, delivery method

JEL

C81, C87, D12, D81

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