The Role of Express Delivery Services in Cross Border E-Commerce in Africa: Case of The Cemac Sub Region

MYKOLAS ROMERIS UNIVERSITY
FACULTY OF PUBLIC GOVERNANCE AND BUSINESS

INSTITUTE OF BUSINESS AND ECONOMICS: LOGISTICS MANAGEMENT
COLLETTE KWATINYUY LUKONG
THE ROLE OF EXPRESS DELIVERY SERVICES IN

CROSS BORDER E-COMMERCE IN AFRICA:
CASE OF THE CEMAC SUB REGION
A Master’s Thesis
Supervisor
Dr. Jusif Seiranov
Vilnius 2021
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MYKOLAS ROMERIS UNIVERSITY
FACULTY OF PUBLIC GOVERNANCE AND BUSINESS
INSTITUTE OF BUSINESS AND ECONOMICS: LOGISTICS MANAGEMENT
THE ROLE OF EXPRESS DELIVERY SERVICES IN

CROSS BORDER E-COMMERCE IN AFRICA:
CASE OF THE CEMAC SUB REGION
A Master’s Thesis on Logistics Management

Study Program: Logistics Management - LVAvAmns20-1
Supervisor: Performed By:

Dr. Jusif Seiranov Collette K. Lukong
…………………… ………………………
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TABLE OF CONTENTS
INTRODUCTION ...........................................................................................................................8
1. LITERATURE REVIEW....................................................................................................... 12
1.1 The Concepts of Express Delivery Services and Cross boarder E-commerce ....................... 12
1.2 The Conceptual Link between Express Delivery Services and Cross-Border E-commerce. 17
1.3 Theoretical analysis of delivery services and cross boarder E-commerce ............................. 18
2. METHODOLOGY OF RESEARCH .................................................................................... 27
2.1 Scope and Area of the Research ......................................................................................... 27
2.2 Research Design .................................................................................................................. 28
2.3 Target population, Sample and Sampling Technique........................................................ 29
3. PRESENTATION AND DISCUSSION OF FINDINGS ....................................................... 33
3.1 Descriptive Analysis ................................................................................................................. 33
3.2 Summary of Major findings .................................................................................................... 53
CONCLUSION AND RECOMMENDATIONS .......................................................................... 56
REFERENCES .............................................................................................................................. 58
ABSTRACT ................................................................................................................................... 64
SUMMARY ................................................................................................................................... 65
ANNEX 1. ...................................................................................................................................... 66
ANNEX 2. ...................................................................................................................................... 67
ANNEX 3. ...................................................................................................................................... 77
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LIST OF FIGURES
Figure 1: Criteria for logistic competence…………………………………13
Figure 2: Conceptual Framework…...………………………….………….18
Figure 3: The Technology Acceptance Model ………………….………….19
Figure 4: Demographic Characteristics of Respondents…….…………….34
Figure 5: Distribution of respondents by Age ……………………..………34
Figure 6: Distribution of respondents by level of education…...….………35
Figure 7: Distribution of respondents by post …………….…...….………36
Figure 8: Distribution of respondents by years of Experience....….……..36
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LIST OF TABLES
Table 1: Factors to take into consideration when selecting a suitable CBEC.15
Table 2: Benefits of cross border e-commerce...……………………….…..16
Table 3: Research Design …………………………………………………. 28
Table 4: Reliability of the Research Variables ……………………………37
Table 5: Respondents Opinion on Logistic Competence………….………38
Table 6: Respondents Opinion on Willingness to pay a Make-up cost ….40
Table 7: Respondents Opinion Lead-time Benefits …………………….....42
Table 8: Respondents Opinion on Cross-Border E-Commerce………..... 45
Table 9: Synopsis of variables indicators ………………………….……....47
Table 10: Descriptive statistics ………………………………….……….....48
Table 11: Pairwise correlation matrix ………………………….……….....49
Table 12: VIF results for multicollinearity ……………………….………..50
Table 13: Model Summary …………………………………….…………....51
Table 14: ANOVA...…………………………………………….………........51
Table 15: Coefficients ………………………………………….………….....52
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LIST OF ABBREVIATIONS
AEF: Afrique Equatoriale Française
AOF: Afrique Occidentale Française
BLUE: Best Linear Unbiased Estimator
CAMPOST: Cameroon Postal Services
CBEC: Cross-Border E-Commerce
CEN-SAD: Community of Sahel–Saharan States
CEP: Courier, Express and Parcel
COMESA: Common Market for Eastern and Southern Africa
CTS: Costs of Time Saving
EAC: East African Community
ECOWAS: Economic Community of West African States
EX: Express Delivery Adoption Level
GDP: Gross Domestic Product
GDP: Gross Domestic Product
IGAD: Intergovernmental Authority on Development
LCR: Logistic Cost Ratio
LTB: Lead-Time Benefit
MCA: Multiple Correspondent Analysis
OECD: Organization for Economic Co-operation and Development
OI: Order Incidence
OLS: Ordinary Least Squared
OS: Order Size
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RP: Repurchase Ratio
SADC: Southern African Development Community
SME: Small and Medium-sized Enterprises
TAM: Technology Acceptance Model
VIF: Variance Inflation Factors
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INTRODUCTION
Over the years, economists have known that international trade is one of the most important ways in
which societies can increase their standard of living since the time of Adam Smith and David Ricardo,
with their work on specialization and comparative advantage (Morales Meoqui, 2012). Succinctly,
international trade plays an increasingly important role in global economics. One growing part of the
international economy has been electronic commerce enhanced by express delivery services.
International trade, which initially consisted mainly of the trade of goods, is now increasingly focusing
on services. E-Commerce is transforming trade globally and growing four times faster than the world
economy. In 2015, for example, Cross-border e-commerce market was estimated at US$300 billion and
worth around US$900 billion by 2020: (Cross-border sales 2020). A sizeable share of e-commerce is
cross border trade, estimated to an average of 16 percent among the six main markets: the United States,
the United Kingdom, Germany, Brazil, China, and Australia (Hanna 2016). The link between improving
the trade facilitation environment and positively affecting trade is now well researched.
Nowadays, technological development has made buying very easy and effective through the internet and
logistics business. Within this context, the importance and significance of new technologies in the supply
chain framework should be highlighted, and they should be seen as a group of organizations and
processes a product goes through from the starting source to the final product delivered to the customer
(Schoenfeldt, 2008). There is therefore an easier turnover of goods within the distribution (marketing)
channel, easier communication between all the participants in the business logistics system and, finally,
more efficient delivery, which is one of the key elements to the customer. (Schoenfeldt, 2008).
Consumers on their part see delivery as the most important part in supply chain. This is either so because
they have no idea of what happens in the process or because they feel that what they want is to receive
the item they paid for, since it represents the moment when the customer comes into contact with the
desired product. This is the more reason why the internet has become the fastest not only in Africa but
world at large.
E-commerce, being a new term to many has also become very challenging to define in clear terms. Kovač,
Naletina & Kuvač (2014), refer to Panian’s definition of e-commerce as “the process of buying, selling
or trading of products, services or information via an available computer network, the Internet, which
offers a great deduction in cost and time” (Panian, 2013). OECD has also attempted a definition of
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ecommerce in both broad and narrow sense as buying or selling goods between business subjects,
households, individuals, governments and other public or private organizations through the computer
network and internet respectively (OECD, 2018).
Mazareanu E. (2020), propounded that the global courier, express and parcel market was expected to be
worth over 330.4 billion euro by 2019. As the customer needs change with the economic evolution, the
market responds to particular changes to create new opportunities. Mazareanu (2021). Mazareanu goes
on to explain that the introduction of courier, express and parcel (CEP) services is an example of this
development in the logistics and transportation industry, indicating that the CEP market provides
traditional postal services faster and more reliable. The key element to this service is the time sensitivity
of the packages, often next day service. The express shipping industry is now considered to be one of the
fastest growing sectors in the global economy, a generous job provider and an important contributor to
national Gross Domestic Product (GDP). The international express giants, FedEx Corp, United Parcel
Service (UPS), Deutsche Post Group (DHL) are not limited to the local region, they have established
branches or have joint venture partners in hundreds of countries around the world; express services are
also continuing to expand with the growing market and becoming closer to consumers’ demand.
Statement of the Problem: The usefulness of e-commerce to customers depends on how e-commerce
simplifies and improves the effectiveness of their shopping. Reliability and speed of delivery are
dominant factors, and we take express delivery as measure of the logistic competence perceived by
customers. Just as e-commerce has been studied as a new technology in the technology acceptance model
(Celik & Yılmaz, 2011), E-commerce equipped with express delivery services is viewed as the adoption
of a new technology. The perceived logistic competence depends on customer characteristics like gross
domestic product, on product characteristics such as price, weight, and volume, and on regional
characteristics like lead-times and road transport costs. The logistic competence affects financial
performance in terms of order size, order incidence, and repurchase rates. However it is still neglected
by most E-shops in the African context.
Research Questions: The key research question in this study looks at the extent at which express delivery
services enhance cross border E-commerce in Africa. Specifically the research questions are as follows.
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1) To what extent does Logistic competence, in terms of express delivery affects financial
performance in cross-border e-commerce in the CEMAC Sub Region?
2) To what extent does willingness to pay a mark-up cost for express delivery affect higher priced
products in the CEMAC Sub Region?
3) To what extent does Lead-time benefits through express delivery services influence the
consideration by cross-border customers in the CEMAC Sub Region?
Research Aim: The main aim of this research is to examine and evaluate the extent to which logistic
competence, willingness to pay a mark-up cost, and lead-time benefits affect express delivery services
and enhance cross-border E-commerce in Africa.
 To analyze the theoretical framework and concept of express delivery services in cross border e-
commerce in the CEMAC Sub Region.
 To use a multiple correspondence analysis and the estimation technique through ordinary least
squared.
 To analyze the results of survey on express delivery services in cross border e-commerce in the
CEMAC Sub Region.
Hypotheses of the Research: This study will have 3 underlying hypotheses to guide the understanding
on the relationship between express delivery services and cross border E-commerce in the CEMAC Sub
Region.
 H1. Logistic competence, in terms of express delivery, positively affects financial performance in
cross-border e-commerce in the CEMAC Sub Region.
 H2. The willingness to pay a mark-up cost for express delivery increases for higher priced products
in the CEMAC Sub Region.
 H3. Lead-time benefits through express delivery services are an important consideration for cross
border customers in the CEMAC Sub Region.
Scope of the Research: This research seeks to establish the relationship between express delivery
services and cross border E-commerce in Africa. The specific context of interest will be the countries of
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the CEMAC sub-region (Cameroon, Central African Republic (CAR), Chad, the Republic of Congo,
Gabon, and Equatorial Guinea). The research will use Secondary data that will be collected from the
National Institute of statistics of this sub region as well as World Bank Group statistics.
Research Significance: This study will offer a unified outline for the research on cross-border e-
commerce by identifying driving factors of logistic competence and their financial consequences. The
presented methodology can be applied for each cross-border e-commerce market, but specific details like
effect magnitudes may be specific to each application. Cross-border e-commerce operators can apply the
suggested framework of this study to their own operational data to expand their activities. Results of the
study will enable firms to cut down buying cost, by dwelling more on growth sectors, affordable
suppliers, good warehousing with better concentration to cut down inventory cost. From this study,
express delivery service providers will be properly guided on when and who to contact for proper services
in the entire supply chain.
The governments of the CEMAC and regulators with the understanding of this study would affect the
required administrative structure, enactments and extra control methodology required in the express
delivery sector as well as E-commerce industry towards operational and foundational dangers that may
emerge from the utilization of the new technology.
Keeping in mind the fact that we live in a rapid changing environment, the study would provide an insight
to the research proper and the literature would enable future researchers to understand the concept of
express delivery services and E-commerce.
Organization of the Research: The Introduction presents the context, problem statement, aim, research
questions, significance, scope and organization of the research. Chapter One examines the conceptual
Framework, theoretical review: (Technology acceptance model, the diffusion of Innovations theory, First
mover theory and transactions cost approach). Chapter Two deals with research methodology, research
design, target population, sampling design, rationale for sample selection, data collection instruments,
validity of the research instrument, reliability, data analysis and ethical considerations. Chapter Three
presents the practical interpretation or empirical findings of the data analysis. Conclusion summarizes
the analyzed findings, makes relevant conclusions and recommendations while at the same time giving
suggestions for further studies.
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1. LITERATURE REVIEW
1.1 The Concepts of Express Delivery Services and Cross boarder E-commerce
The express delivery industry came to light around the 1960s in the United States and evolved by the late
1970s, when some major developmental changes were made in the Air Cargo industry in US. The need
for fast delivery of purchase by consumers or end users was the main drive to its development since
postal and freight services were becoming too slow. This explains the reason behind the fast growth of
the express delivery from US market to international markets in the 1980s, as value-added services like
door-to-door deliveries and next-day or time-definite shipments were brought to light. Oxford Economics
(2009).
According to Industry Analysis & Outlook (2016-2020): Global Express Market (Domestic &
International), the express industry had made simple and speedy the process of shipping goods.
Nowadays, the buy is given access to the entire purchase process starting from when order is placed right
up to when he receives the items. This has become even easier in that the shipper takes care of boarder
or customs clearances and taxes to make ease the supply chain process.
Industry Analysis & Outlook (2016-2020) is therefore implying that, to meet the requirements of
business, the express industry relies on overnight transport to use the ‘dead time’ from when a company
hands over its shipment late in the working day to delivery to the recipient early the following day. A
diversity of shipping methods including cars, trains, aircraft and manpower have facilitated the entire
express delivery business. The express industry therefore trusts overnight transportation of goods since
‘dead time’ is made use of to facilitate next day delivery.
The express industry, as presented in Oxford Economics (2009), has developed from the delivery of
documents and parcels to specialist items such as high-tech products, semiconductors and general
airfreight commodities. Typically, medical, expensive and light-weight goods are the types of deliveries
done through express service.
Oxford Economics (2009) statistics indicated that Four companies - DHL, FedEx, TNT and UPS, also
referred to as ‘integrators’ – are the leaders of the global express industry, but there are many others in
this highly competitive sector. It also refers to the term ‘integrator’ as “… the ability of these companies
to offer door-to-door, time-definite integrated services, where the company maintains control over all
aspects of the distribution process – for instance, by offering the possibility of changing the destination
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and addressee in transit – and with each item being tracked at every step throughout its journey”. Oxford
Economics (2009).
However this study looked at the role of express delivery services in three dimensions: Logistic
competence, willingness to pay a mark-up cost (logistic cost ratio), and Lead-time benefits. Logistic
competence consists of efficiency and efficacy related to the movement, storage and handling of goods
and related Information and Communication Technology (ICT). McKinnon et al (2017). This includes
Supply Chain Management (SCM) responsibilities, but excludes employees whose main focus is
purchasing, production management or sales. See Figure 1: below. With reference to the International
LPI (2018), the criteria for logistic competence include:
Figure 1. Criteria for logistic competence
Efficiency of
customs and
border clearance
Forwarding and Ease of arranging

customs competitively
brokerage priced shipments
Criteria for logistic

competence
Ability to track Quality of trade

and trace and transport
consignments infrastructure
Competence and
quality of
logistics services-
primarily in
trucking
Source: Composed by author – Source: (LPI 2018)
The logistic cost ratio (LCR) is defined as the cost mark-up of express delivery as compared to
conventional delivery, measured as percentage of the price of the delivered product. Customers compare
transport cost with the price of the ordered product when choosing between regular and express delivery.
For products of high value, that is, with low LCR, customers are more likely to pay for express delivery
services on top of the normal delivery price.
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According to Mahmood (2014), lead-time benefit (LTB) is defined as the percentage lead-time reduction
of express delivery services as compared to the lead-time of normal ground delivery. The charges for
express delivery from transport agents increase with transportation distance, so that cross-border online
shops also charge larger express delivery costs to customers located farther away from them. Customers’
willingness to pay for express delivery increases for larger lead-time benefits.
In emerging markets, especially with a huge domestic market such as the CEMAC Sub region, consumers
may face difficulties when searching for affordable imported goods in their local retail stores. A write-
up on Business Insights on Emerging Markets explains that, a growing middle class with increased
exposure to the internet and foreign products, which are often considered of higher quality and status,
makes demand for overseas goods increase steadily every year. According to this papaer, to purchase
these foreign products, consumers in the CEMAC region use overseas websites or separate domestic e-
market places. These marketplaces are specialized in international e-commerce and host international
suppliers to buy imported goods. This process of buying overseas products directly from foreign retailers
and suppliers via the internet, without the specific need for an intermediary business\entity, is called:
cross-border e- commerce. OECD (2020).
Cross-border E-commerce refers to the new type of export trade means by which companies and
individuals use E-commerce to integrate the upstream, downstream, and related resources of the industry
chain, and electronically display, negotiate, and deal in traditional import and export trade (Shuzhong M.
et al, 2018). Cross-border E-commerce therefore, has a lot of benefits starting from its inception with
limited connections, reduced charges and even fast returns worldwide.
It is common today to buy goods from anywhere in the world through electronic commerce which offers
striking chances to customers because of competitive prices and wide product assortments. The rapidly
expanding international e-commerce market for online business-to-customer (B2C) supply shares the
importance of income and distance factors with traditional offline business-to-business (B2B)
international trade flows (Zwass, 1996). The Internet has made the world flatter and some have claimed
the “death of distance” whereas others still find cross-border distance effects for online trade but to a
lesser extent than for offline trade (Friedman, 2007).
Most companies today use the strategy of Cross-border e-commerce (CBEC) to gain market share and
popularity in a chosen market area and the CEMAC sub region is not left out. When these companies
succeed to trade internationally and more goods are being sold hitch-free, they tend to create local market
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bases internationally for registration and taxing purposes. This system increases sales bot locally and
internationally. According to Chen et al. (2020), in selecting a suitable CBEC entry strategy into the
CEMAC Sub Region for a specific product, the following factors are suggested to be taken into
consideration:
Table 1. Factors to take into consideration when selecting a suitable CBEC
Factors to take into consideration when selecting a suitable CBEC

1 The size of the company Thresholds for turnover, balance sheet total and the average
number of employees.
2 The product The type of goods you sell
3 The sales channel What medium of sales do you use
4 Rules and regulations Guidelines and instructions for your business
5 The budget What is the size of your investment
6 The marketing tools Techniques used to develop and promote your products and
services
Composed by Author
According to Ndonga (2012), the development of cross border e-commerce has offered numerous
advantages to businesses and consumers. Some of the key benefits he outlined are represented below:
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Table 2. Benefits of cross border e-commerce
1 Business Ndonga (2012) states that one of the fundamental benefits of e-commerce is that it
efficiency increases the speed and accuracy of business exchanges, thereby reducing trade
increase transaction costs. The ancient days when companies used to employ staff and set up
offices and supermarkets, pay transportation costs from warehouse to shops is
gradually phasing out as customers can get whatever product they want online and
the seller only borders about the mood of courier. This new system goes a long way
to reduce cost from bother seller and buyer while saving time.
2 Market The rise of e-commerce has also introduced a new system of efficient and perfect
Efficiency competition. This is because customers can buy from just any company that runs an
increase: attractive advertisement. The difference nowadays can only be found in the product
quality and durability or let’s say, after sales.
3 Global Service Global service can now be ensured by the creation of websites that can be used
Provision either for educational purposes, consultancy and many others. This has brought the
expansion: world market into a global market just with a click on company websites.
4 Customized E-commerce has improved customer service as it is very easy to know what exactly
Services the client wants since the selection process is done by the buyer with avenues to
provision compare items and choose just the needed. The service provider can as well chat
live on their websites during the selection process and this goes a long way to guide
the clients towards a better decision making.
Composed by Author - Source: Ndonga (2012).
Ndonga (2012), in his work, E-Commerce in Africa: Challenges and Solutions, categorically explained
that; “Despite these vital benefits, e-commerce has not penetrated African economies like in the Western
world. Most Small and Medium-sized Enterprises (SME’s) in Africa are yet to venture into online
trading, while many consumers seem to be wary about online purchases. Consequently, many African
States have been unable to reap the full benefits of e-commerce”. Ndonga (2012). Some of these
challenges that he made reference to include:
-Digital Divide Barriers to E-commerce: There is inconsistency in the dissemination level of ICT
infrastructure in developed and developing countries. Like other characteristics of least developed and
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developing regions, e-commerce is still taking root in many African States and has not fully advanced to
the current standards characterized by the second wave of e-commerce. This variance is often referred to
as the digital divide. There is a digital divide that exists between Africa and the developed world, and
also within different regions of Africa. Ndonga (2012)
-Lack of Adequate ICT Infrastructure: In many African States, there is a deficit of the ‘new end-user
technologies’ that have characterized the modern wave of e-commerce. Internet related technologies are
mostly the ones facing this problem. Africa is still lacking behind in many ways when it comes to
adopting urbane technologies. Internet services in most African nations is characterized by bandwidth
constraints that lead to slow and inefficient connections. Ndonga (2012)
-Lack of ICT Knowledge: Another factor that has widened Africa’s digital divide has been the lack of
ICT knowledge. Majority of people in Africa still do not have education to facilitate internet usage and
even the educated ones either lack the means to access or do not know how to operate what they have.
-Threat of Cybercrimes: Finally, the risk of online fraud and other cybercrimes in Africa have also
widened the digital divide. The alarming cybercrime wave today has driven many interested prospects to
fear, thereby creating a great limitation to use of the internet or e-commerce platforms. Ndonga (2012).
1.2 The Conceptual Link between Express Delivery Services and Cross-Border E-
commerce.
Trade performance is a key determinant of economic growth and prosperity. Over the last 45 years, the
countries that have grown fastest have typically been those that have also seen the fastest growth in
international trade. The enhancement of cross-border e-commerce through express delivery services have
equally enhanced globalization as new markets have opened up and more companies have established
international operations and foreign subsidiaries. It has also resulted to increasing specialization
encouraging countries to focus on the activities in which they have a comparative advantage, and trade
with other countries that have an advantage in the production of other goods and services. It has also
enabled companies to market their products around the world, and communicate with customers and
suppliers in other countries.
This research represents logistic competency by the express delivery adoption level in e-shops. The
express delivery adoption level (EX) is defined as the percentage of all e-shop transactions that is
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delivered by express services. The e-shop’s financial performance is measured in terms of the order size
(OS) of the purchasing transaction, the order incidence (OI) as number of orders per week per population,
and the repurchase ratio (RP) of total purchasing transactions. Lead-time reduction is measured in terms
of the costs of time saving (CTS) which is the ratio of the cost mark-up of express delivery over the lead-
time reduction in days. It is also worth noting that Logistic Cost also Contributes to Financial
performance of e-commerce.
Figure 2 Conceptual Framework
Logistic
competence Order
incidence
Logistic Financial
cost ratio performance
Order size
of e-
commerce
Lead time
benefits Repurchase
rate
Source: Composed by author
1.3 Theoretical analysis of delivery services and cross boarder E-commerce

This study was fastened by the following theories; the technology acceptance model, diffusion of
innovations theory, First mover theory and transactions cost approach. The theories were relevant to the
study because they established a positive link between express delivery services and cross border e-
commerce.
The Technology Acceptance Model (TAM): Many researchers have ventured into the acceptance of
express delivery services and e-commerce since the Technology Acceptance Model (TAM) was
advocated by Davis in 1986. This model was amplified by Bertrand and Bouchard in 2008. The model
was intended to predict user‘s acceptance of Information Technology and usage in an organizational
context and TAM focuses on the attitude explanations of intention to use a specific technology or service.
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This has become a widely applied model for user acceptance and usage with a number of meta-analyses
on the TAM that have demonstrated that it is a valid, robust and powerful model for predicting user
acceptance. Dwivedi, Rana, Jeyaraj et al. (2019).
Figure 3: The Technology Acceptance Model
Perceived
usefulness
(PU)
s
Actual
External
Attitude system use
variables Behavioral
towards (AU)
intentions
using (A)
Perceived to use (BI)
ease of use
(PEU)
Source: Davis, 1986
TAM model which deals with perceptions as opposed to real usage, suggests that when users are
presented with a new technology, two important factors influence their decision about how and when
they will use it (Davis, 1989). These key factors are:
Perceived usefulness (PU), according to Davis is "the degree to which a person believes that using a
particular system would enhance his or her job performance".
Perceived ease-of-use (PEoU) is "the degree to which a person believes that using a particular system
would be free from effort". (Davis, 1989).
According to Venkatesh & Davis in their work: A Theoretical Extension of the Technology Acceptance
Model, a user‘s acceptance of information system is determined by the intention to use the systems, while
perceived usefulness and ease of use can predict the usage intention, and perceived ease of use is
hypothesized as a predictor of perceived usefulness. Accordingly, users’ beliefs influence their attitude,
which in turn influence behavioral intention and both perceived usefulness and perceived ease of use are
beliefs that affect user‘s attitude with a direct effect on perfect usefulness. Venkatesh & Davis (2000).
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Studies demonstrate that the acknowledgment to purchase online changes with the setting in which clients
can utilize an adaptable delivery service method. This investigation concentrates on flexible management
of purchase and delivery that makes use of the Technology Acceptance Model (TAM). The model
proposes that when clients are given another innovation, various elements impact their choice about how
and when they would utilize it. These components are seen convenience characterized as how much a
man trusts that utilizing a specific framework would improve his or her activity execution, and saw
usability characterized as how much a man trusts that utilizing a specific framework would be free from
exertion (Davis, 1989). Thusly, TAM was picked as the suitable model and was stretched out to
incorporate different factors, for example, perceived simplicity of availability of the portable installment
administrations, perceived minimal effort of the versatile installment administrations, perceived
accommodation, perceived security, perceived support from the flexible service provider.
Diffusion of innovation theory: This theory of technology was put forth by Rogers (2003). In the theory,
a technology is simply a plan for value relation that lowers the doubt in the cause-effect relationships
involved in achieving an intended outcome. Diffusion is the adoption of an innovation over a period of
time through a given social system. This process diffusion has a consequence that result in the acceptance
or penetration of a new idea, behavior, or physical innovation. Rogers (2003). Rogers identified several
attributes of an innovation that are key influences on adoption behavior, stating that these attributes are
relative advantage, complexity, compatibility, trialability and observability. Rogers (2003). A number of
previous studies have examined these factors in adoption and diffusion of Internet-based technologies
and have consistently concluded these attributes, particularly those of relative advantage, ease of use, and
compatibility, as the most frequently salient factors for adoption of Internet and mobile technologies (for
example, Park and Chen 2007). Rogers summarises five attributes stating how related they are to
acceptance and implementation of invention and this concept is very relevant for innovation diffusion in
express delivery.
Relative advantage: This is the extent to which an invention is seen to provide more advantages
compared to the antecedents. Relative advantage results in increased efficiency, economic benefits and
enhanced status (Rogers 2003, citing from Moore and Benbasat 1991). This research by Moore and
Benbasat found that relative advantage of an innovation is positively related to the rate of adoption and
suggests that when user perceives relative advantage or usefulness of a new technology over an old one,
they tend to adopt it (Rogers 2003). In the framework of express delivery service, and e-commerce
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adoption, advantages like timeliness, suitability and affordability have been widely reported. (Lin 2011).
Therefore, when customers perceive distinct advantages offered by mobile money use and mobile
banking, they are more likely to adopt it.
Complexity: Complexity is the extent to which an innovation can be considered relatively difficult to
understand and use. Cheung and Kemper found that complexity negatively influences the adoption of
internet usage and that this complexity is the opposite of ease of use. Cheung & Kemper (1992). A vast
body of research suggests that there is a strong impact of perceived ease of use of new technology on its
adoption. (Luarn & Lin 2005). The way that internet shopping is designed to be easily used makes the
customers to have a positive attitude towards express delivery sites. (Lin 2011).
Compatibility: Compatibility refers to the degree to which a service is perceived as consistent with users’
existing values, beliefs, habits and present and previous experiences (Chen & Paulraj 2004).
Compatibility is a vital feature of innovation as conformance with user’s lifestyle can propel a rapid rate
of adoption (Rogers 2003). Compatibility has been found influential in the adoption of virtual store (Chen
et al. 2004), m-payment (Chen 2008), Thus, Rogers (2003) also stipulated that there is a relation between
compatibility and adoption of technology which will hold in the context of express delivery services and
e-commerce
Observability: Observability of an innovation describes the extent to which an innovation is visible to

the members of a social system, and the benefits can be easily observed and communicated (Rogers
2003). Moore and Benbasat (1991) simplified the original construct by redefining observability into two
constructs: visibility and result demonstrability.
Trialability: This is when you able to try new technologies and see the outcome before adopting them.
Potential adopters who are allowed to experiment with an innovation will feel more comfortable with it
and are more likely to adopt it (Rogers 2003). Further support is given by Tan and Teo (2000) who argue
that if customers are given a chance to try the innovation, it will minimize certain unknown fears, and
lead to adoption. The way that express delivery companies give assistance to clients during trial periods
starting for the point of product selection to when it is delivered eliminates fears of trying out express
delivery purchase through e-shops.
Perceived risk: This attribute refers to the degree of risks in using an innovation (Rogers, 2003). Risk
perception by customers usually arises due to the doubt related to the degree of inconsistency between
21
customers’ judgment and real behaviour, and technology failing to deliver its anticipated outcome and
its consequent loss (Chen 2008; Lee et al. 2007; Rogers, 2003). When adopting a new technology, there
is always proof of the importance to consider that particular technology and this is often ascertain after
the trial phase. In the context of express delivery services and e-commerce, the perception of risk is even
more important due to the threat of privacy and security concerns (Luarn & Lin, 2005). There is always
the fear that the parcel can get missing along the shipping process. Some users also fear that hackers may
access their accounts via stolen PIN codes (Poon 2008). Another group of users sometimes fear that the
parcel can be stolen. This explains why perceived risk is likely to pose a negative effect on express
delivery and e-commerce adoption.
Diffusion of innovation theory is therefore necessary in this study because it is considered as one of the
most common theories that have attempted a deeper look at factors that affect individuals in their process
of considering new technologies and innovations. This theory seeks to explain how, why and at what rate
new ideas and technologies spread through cultures. Rogers (2003).
Gravity Model and Distance Dimensions in International Trade: The gravity model for bilateral trade
flows was originally proposed by Tinbergen (1962) and Pöyhönen (1963). Tinbergen and Pöyhönen
(1962-1963) term “gravity” to the assumption that the attraction between two countries depends in a
multiplicative way on their distance and on their economic “masses” measured by their gross domestic
product (GDP). This is very similar to Newton’s law of gravity in classical mechanics. Today, the gravity
model is well-grounded in the economic theory of international trade (Head and Mayer, 2014). The
distance factor not only refers to the geographical distance between the two countries but also to
institutional and psychological factors such as home bias and not sharing a trade union, legal system,
currency, language, or history (Lendle, 2016).
The persistence of distance effects in express delivery is not only due to transport costs but also to
unfamiliarity (Huang, 2007) and even exists on the international level (Wolf, 2000). Distance can be
used as a proxy for transport cost and border taxes as a proxy for economic distance (Anderson, 1979).
Contrary to popular beliefs that the world has become “flat” and that distance is “dead”, empirical
economic research on traditional, offline international trade demonstrates the opposite (Head and Mayer,
2014). National borders remain an important barrier to trade and distance is not dead (Anderson, 2003).
22
A meta-analysis of large number of international trade studies spanning more than a century shows
persistent distance effects that do not decrease over time (Disdier, 2008) it should be noted that and
important difference between B2B and B2C trade is the establishment of trust, as it is much easier for
firms to build mutual trust with their major business partners than with their numerous individual
customers abroad. E-commerce today replies very much on trust because people buy products online
from far away continents relying only on the hope that the e-commerce manager will deliver as promised.
This distance in the minds of customers can only be shortened in three main dimensions including:
information, cost, and time. If e-commerce managers ensure that the information on their websites
facilitates easy browsing, selection and comparing of products and price, it adds more credibility and
trust.
Consumers with higher price-search intentions are more likely to switch to online channels but poor seller
reputation discourages consumers from transactions with distant agents (Gupta et al., 2004).
In most cases, e-commerce service providers can assess themselves through customer ratings and reviews
on their website as this can give them an insight on what to change or improve on. This too will give
them a good reputation if customers see the changes and improvements made after their comments. E-
commerce demand can be influenced by partitioned shipping prices and free shipping and provide an
empirical comparison of these two pricing strategies (Frischmann et al., 2012). Notwithstanding, the
express delivery service industry has not yet attained the deserved attention in literature so far. This is
the more reason why experimental findings on the three distance dimensions in cross-border e-commerce
are still seemingly diversified. Because of cultural differences, negative distance effects persist for digital
products even in the absence of transport costs, search costs, and other trade barriers (Blum and Goldfarb,
2006).
First Mover Advantage Theory: The First Mover Advantage Theory explains the ability by a business
organization to outwit competitors by being the first to enter a new market (Suarez & Lanzolla, 2005). It
is important to note that, this theory is based on Suarez and Lanzolla’s, work, given that they were the
first to propound it. The first mover does not always confer advantages, and this explains why it is based
on deriving specific advantages in the process of establishing foreign business investments by being the
first business investors in a particular market (Hill et al, 2016). There are a good number of successful
23
examples of first movers in the express industry and these include: Sony, Amazon. eBay and FedEx,
(Kerin et al, 2013).
Advantages of first mover can be branded as resilient and transitory because the firm enjoys durable first
mover advantage if it experiences long term market share and profitability (Cleff and Rennings, 2012).
Companies like Coca-Cola, Dyson Hoovers, and Mercedes Benz are good examples. On the contrary
short lived first mover advantages are normally experienced during the early entry period and examples
of such companies are Nokia, and Dot Com companies (Hill et al, 2016).
The current business world demands proper identification of potential markets for various products and
services (Cateora and Graham, 2011). According to Twarowska and Kakol (2013), whilst financial and
intellectual resources are important, knowing the pace of technology and the market like what Apple Plc
did is critical to first mover’s success. Battles in international business competition are won on the
abilities to become the first conquerors of certain market segments and sectors (Czinkota and Roukainen,
2007).
The ability to establish technological advantage and leadership such as exploiting express delivery
services and e-retailing is an important determinant of foreign investment success because it enables
business investors to develop a sense of market preference over their competitors (Morrison, 2011). These
day business organizations rely on the availability of technology which is either acquired through learning
or experience, in almost every aspect of business operation
(Kerin et al, 2013). Business organizations interested in establishing foreign operational bases should
either adapt to the extents of technological advancements such as express delivery services and e-
commerce in the foreign country, or ensure that their technological developments beat those of rival
companies (Morrison, 2011). Advanced technological advantages offered express delivery ensure that,
organisations establish, and protect newer technological developments and maintain business operations
in the process (Brook et al, 2011).
Enhanced technological leadership ensures that business organizations have the stamina to successfully
counter the perils of foreign markets (Albaum and Duerr 2011).
When establishing a fruitful overseas business, it becomes primordial to consider the essence of pre-
emption of assets as underscored by the free mover theory. Successful cross border e-commerce demands
that, business owners foresee future market situations, and then invest in assets that would likely
24
experience price increases (Kenyon et al, 2016). According to Albaum and Duerr (2016), the acquisition
of such assets gives the business a form of security, and growth. The profits obtained from possession of
such assets enable foreign business organizations to increase their asset base and establish themselves at
the heart of foreign markets (Kenyon et al, 2016).
Some of such assets consist of investing on express delivery services and e-shops. The switching of
purchase costs is directly related to the organization’s ability to correctly identify assets based on pre-
emption
(Hill et al, 2012). The dynamics of costs of delivery in international markets can have a positive or
negative impact on business investment decisions (Albaum and Duerr, 2016). Organizations that
correctly identify and make good use of delivery services that are likely to experience a shift in delivery
costs tend to experience minimal problems after the establishment of international business operation
(Twarowska and Kakol, 2013).
First Mover Advantage theory is therefore pertinent for this study due to its supposition that business
entities can benefit certain industry advantages based on the fact that they came into market first and this
alone facilitated their e-commerce via express delivery services. However, Barney (1991), questions this
theory as he points out that the first mover company has a unique resource in being able to identify a new
market. “…in order for there to be first-mover advantage, firms in an industry must be heterogeneous in
terms of the resources they control”. (Barney, 1991, pp.99-120).
Summarizing the results of the first chapter, the theoretical framework focused on the speculations of the
research question on the concept of express delivery services in cross border e-commerce in the CEMAC
Sub Region. . In this 21st century, technological progress is at its peak, implying that the product will
reach the buyer in the shortest time possible. With the use of smart phones, computers, and other
technologies nowadays, any customer who buys online can easily communicate with the seller and track
their product from the moment of the order till its delivered. In the same light, the seller can equally track
every participant in the distribution channel, due to the constant progress in communication technology.
As the number of internet users increases, the distribution channel itself moves with the trend, making it
more advanced and more modern than the traditional distribution channel. In essence, this new medium,
e-commerce, has led to a series of new phenomena in supply chain process. For example,
disintermediation reduces the number of mediators in the supply chain, leading to the multichannel
approach.
25
From what is elaborated above in the hypothetical and observational writing, restricted research has been
directed on the connection between express delivery services and cross border e-commerce in the
CEMAC sub region. It is normal to have a positive connection between flexible express delivery services
and cross border e-commerce, however no known study has been directed to set up the connection
between the two thus the study gap. The current investigations have been done in different economies
which have diverse working environment from that in the CEMAC sub region. Generally, a good number
of studies have involved e-commerce logistics, though very few of them concentrated on express
delivery. For this reason, it is still a valuable consideration to investigate the service requirement of online
shoppers for express delivery in the last mile and its role on cross border e commerce.
26
2. METHODOLOGY OF RESEARCH
2.1 Scope and Area of the Research
The methodology of this research will dwell on the scope and the area, through the use of multiple
correspondence analysis and the estimation technique will be the ordinary least squared; while the
Cronbach alpha coefficient will be used for the explanatory or independent variable “Express Delivery
Services”.
Scope of the Research. The research seeks to investigate the role of express delivery on cross border e-
commerce.
Area of the Research. The CEMAC region is made up of six different countries: Cameroon, Central
African Republic (CAR), Chad, the Republic of Congo, Equatorial Guinea and Gabon. The CEMAC, by
nature, is very significant given that it shares borders with all other regions in the continent including:
ECOWAS and CEN-SAD (West); EAC, COMESA, IGAD and CEN-SAD (East); SADC (South); and
Arab countries (North). Countries within this region all share a common history, language, similar
geographical region and a very distinctive economy. The total population of this region is about 32
million with varying densities in each country, but relatively small compared to other regions in Africa.
Factually, the per capita income of this region is relatively low as little or no effort has been made to
reduce poverty levels. Oil and several other natural resources are the main source of dependence. There
are only two landlocked countries (Chad and the Central African Republic) in the region as compared to
other sub-regions in the rest of Africa. Additionally, while the other five countries are considered tropical
regions, Chad is the only Saharan country within the region, running across the Sahara Desert, as well as
the Sahel and Sudan areas. It is worthy of note that the CEMAC region has a wide range of unexploited
minerals and agricultural products. The Republic of Congo, for example, is home to the world’s second
forest and great water reserves, though the region as a whole remains the least developed on the continent
in terms of infrastructures, transport, energy, and technology, all of which serve as challenges to
production and socio-economic development in the region. The CEMAC region of Africa is also known
to be one of the two CFA zones in Africa. Gurtner (1999). Prior to independence, economic unions were
created by the French in the Central and Western parts of Africa which were under their rule. Orr (1996).
The Afrique Occidentale Française (AOF) is the first of such unions established in 1898 by bringing
together Senegal, Guinea, Côte d’Ivoire, the Sudan (now Mali), Dahomey (now Benin), Upper Volta
27
(now Burkina Faso), Mauritania, and Niger. Later in 1910, the Afrique Equatoriale Française (AEF) was
created bringing together Chad, Oubangi-Chari (now Central African Republic), Congo and Gabon.
Cameroon however was quite distinct in the sense that it was ruled by both Britain and France, and the
above colonies later gained their independence around 1962 thereby ending all previous arrangements
with France and becoming a country in their own rights.
2.2 Research Design

The research design used for this study was Descriptive in nature with the use of pie charts. The real
motivation behind descriptive research design is to depict the situation at present in the environment of
study. It is a procedure of gathering information with a specific end goal to give expected results
regarding the research under study, (Mugenda 2003). The type of the study used on investigative research
was appropriate in gathering information on people’s attitudes, sentiments, and behaviors, (Babbie,
2004). Descriptive research was appropriate for this study because it presented specific situation in
describing the role of express delivery services on cross border e-commerce. This study will also adopt
a causal research design to look at the extent to which express delivery in the CEMAC region affects
cross border e-commerce.
Table 3. Research Design
No. Method Description

1 Target Population 100
2 Sampling technique Simple random sampling technique, stratified sampling,
convenient sampling
3 Instrument of data collection Questionnaire
4 Technique of data analysis Descriptive and inferential analysis
5 Technique of estimation Ordinary Least Square technique (OLS)
6 Method of data analysis Multiple correspondent analysis (MCA)
7 Reliability of Research variables Cronbach’s alpha coefficient
8 Descriptive Statistics Showing the mean of independent variable
9 Pairwise correlation Showing the presence of errors in OLS
10 Variance inflator factor (VIF) Correcting the problems of OLS in VIF
28
11 Coefficients Explaining the various variables whether positive or
negative
Source: Composed by Author
2.3 Target population, Sample and Sampling Technique

Target population. The targeted population for this research will be express delivery companies
operating in the CEMAC sub region.
Sample Size. Sampling can be defined as the determination of a sample in a population, the representative
fraction of a population or a statistical set that will be questioned during a sample survey to obtain a
representative result. The study will adopt a census of 100 staff of some express delivery companies
operating in the CEMAC sub region.
Sampling technique and justification. Sampling methods consist of building a sample of workers in
express delivery companies operating in the CEMAC sub region, of a parent population to estimate
characteristics and opinions. There are two categories of sampling methods: probabilistic methods and
non-probabilistic methods (also known as empirical), I have opted for the non-probability sampling
technique on the grounds that I rely on personal judgement technique. There are two types of non-
probability sampling technique: stratified sampling and judgmental sampling. Taherdoost (2016)
explains that Judgmental form of Convenience sampling is selecting participants who are readily and
easily available. In this case, the researcher believes the selected few are workers who are deemed
appropriate representatives of the population of interest due to their ability to provide desired information.
Instrument of Data collection. The measuring instrument that will be used in this research is the
questionnaire that will be administered to the workers of express delivery companies, likely to provide
information on express delivery and cross border e-commerce in the CEMAC sub region. The
questionnaires will be administered online by the researcher and a copy will be published along with the
research findings. This questionnaire will be developed based on the literature proposed in the previous
chapter. The questionnaire will consist mostly of closed ended questions with 5-point Likert Scale. What
usually characterizes Likert's scale is that it is symmetrical. The central position or neutral modality is
commonly called "ni-ni" and can be formulated in several ways: Neither agree nor disagree or No opinion
for example. I chose a five-point LIKERT Scale to analyse the use of express delivery and cross border
e-commerce in the CEMAC sub region with values such as 1= no extent, 2= little extent, 3= moderate
extent, 4 = great extent and 5 = very great extent. Within the span of 30days, 100 English and French
29
questionnaires in all, were administered online through emails to workers of some Express delivery and
logistics companies in the CEMAC sub region and received an 83% response rate as some respondents
never answered, some returned empty pages and some emails received unreachable auto-delivery reports.
Of these 100 questionnaires, 60 were in English and 40 in French.
Variable on which data is collected and their measurement. This research has two main variables,
express delivery services (independent variable) and cross border e-commerce (dependent variable).
Three sub variables were used to explain the independent variable these include: logistic competence,
willingness to pay a make-up cost for express delivery and lead time benefit through express delivery.
This research makes use of the ordinal scale because, by definition, the Likert Scale is Ordinal. This scale
has two properties: identification and scheduling. It is always possible for this scale to establish the rank
of the modalities. The modalities which compose an ordinal scale are provided with a structure of order
established according to a given criterion.
Model Specification: Y= α +β1LC +β2WPMC+β3LTB +e. That is to say:

Y=Cross border e-commerce
α = constant term
LC- Logistic competence
WPMC- Willingness to pay a mark-up cost
LTB- Lead time benefit
β1, β2, β3 = Beta coefficients indicating various levels of importance (weight of each factor)
e = Error term
Techniques of Data Analysis. Collected data was coded into SPSS version 20 for analysis using the
Cronbach alpha coefficient approach. The first-hand data were analysed both descriptively and
inferentially. The Multiple Correspondence Analysis was used to construct the indexes. Later on, the
Ordinary Least Square estimation technique was used to test the hypotheses of the study.
Descriptive analysis used bar and pie charts, frequencies and percentages tables. The Ordinary Least
Squares (OLS) technique was used for the estimation of the parameters of the model specified above.
This is because it possesses the best linear unbiased estimator (BLUE) property and has been widely used
in literature. Unbiased means that the estimated coefficients are a true representation of the population
30
parameters with the minimum variance amongst all other estimators rendering it efficient. The OLS
technique of estimation is used when the dependent variables vary in the range negative infinity to
positive infinity. However, it is not much of a problem if in practice the dependent variable fluctuates in
a restricted interval say from 1 to 20 provided the variable is continuous in nature. Problems arise only
when the dependent variable can take only two values such as binary variables. The continuous unlimited
dependent variable is therefore the dependent variable in the study.
Before the OLS estimation, a single index (indicator) of each variable presented in the model
specification is constructed using the Multiple Correspondence Analysis (MCA) given the nominal value
of each of the items that make up logistics competence in terms of express delivery, willingness to pay a
mark-up cost for express delivery and Lead-time benefits through express delivery services and cross
border e-commerce in the CEMAC sub region. The extension of Correspondence Analysis (CA) is the
MCA that permits the analyses of the pattern of relationships of several categorical dependent variables.
Thus, a generalisation of Principal Component Analysis (PCA) when the variables to be analysed are
categorical instead of quantitative. Technically, MCA is obtained by using a standard correspondence
analysis on an indicator matrix (a matrix whose entries are 0 or 1) and these percentages of explained
variance need to be corrected, and the correspondence analysis interpretation of inter-point distances
needs to be adapted making the constructed indexes continuous variables which renders the Ordinary
Least Squares operant and suitable for the estimation of the above specified model. Abdi H. & Valentin
(2007).
Limitations of data tools. Primary data collected through survey questionnaires with both close ended
and open-ended questions was used in this study. The limitations of this form of data are that: it was very
difficult for the researcher to collect because it was time consuming, complex and a lot of commitment
was required from the researcher to verify authors and check on published links.
The use of questionnaire as tool for the survey equally encounter some lapses: some respondents ignored
certain questions owing to fact that they appeared impersonal to them, some questions were incorrectly
completed, some respondents misunderstood questions because of language barrier, the questionnaire
was also not suitable for some kinds of respondents like visually impaired since it was all virtual, it was
also difficult for the researcher to go back to respondents in case of questions she forgot to ask due to the
31
fact that some respondents were anonymous and it was also difficult obtaining a sufficient number of
response from certain respondents. All of these might affect the quality of results.
Ethical Considerations. Informed consent was sought from the respondents before data collection. Those
not willing to take part in the investigation were under no commitment to do as such. Data assembled
was utilized for the motivations behind this study.
Limitations of the study: This study, just like any other research tasks, has limits or shot comings and it
is advisable to raise for better determination of the range of its results.
The first limitation relates to the sample size which is 100; in this context the sample is regarded as being
small, as such the results of this research can have difficulties to be generalized.
The second limitation is at the methodological level and refers to the use of the method of investigation
with questionnaire for data-collection. This method has two disadvantages. On one hand, the measuring
instrument does not seem to cover the whole of theoretical dimensions of the concepts because of the use
of closed ended questions.
In addition, the instrument is being based on the declaratory trials to measure the perceptions of the
respondents, which implies that there is strong subjectivity in the responds.
Some of the respondents completed the questionnaires in a hurry because of too many commitments at
their job site, hence some information given could be unsatisfactory, thus not revealing the truth of what
is needed. Some submitted incomplete responses while others submitted nothing, reason why we have a
return rate of 83%.
Difficulties Encountered: The first constraint was time. The numerous activities of the school calendar
and traineeship period made it impossible to allocate much time for the research, thereby hindering the
smooth conduction of the research project. Late reply of mails by respondents was also another difficulty
encountered with this study. The researcher had to go an extra mile to contact some respondents on phone
and reminding them to answer the questionnaire.
32
3. PRESENTATION AND DISCUSSION OF FINDINGS
3.1 Descriptive Analysis
Within the span of 30days, 100 questionnaires in two languages (French and English), were administered
online through emails to workers of some Express delivery and logistics companies in the CEMAC sub
region and received an 83% response rate as some respondents never answered, some returned empty
pages and some emails received unreachable auto-delivery reports. It would also be worthwhile
mentioning the names of some companies in the region that the respondents represent in this survey.
These include: CAMPOST, Gros Bras logistic company – Yaounde, Amigo travel logistics and tourism,
Cameeoun logistico Inc, Ets angel export, Chronopost, Esico express services international company,
Direct exchange sarl, General mail services, Le car, FedEx Express, DHL sarl, IBTS Logistics, Ets kas
trucks, Expressia forwarding company, MBA supply chain, Gester international group, Ets song services,
Zerxes international trading and co limited, Encounter business training school, trinity integrated logistics
sarl (TRIL), Atlas cargo and freight Cameroon.
Most of these companies used in the survey are small and medium sized companies operating in the
region, with a few big names amongst them like DHL International GmbH; an international courier,
package delivery and express mail service, which is a division of the German logistics firm Deutsche
Post. DHL, for example, delivers over 1.5 billion parcels per year and employing over 570,000 staff.
FedEx Corporation on its part, founded in 1971, is an American multinational conglomerate holding
company which focuses on transportation, e-commerce and business services which is headquartered in
Memphis, Tennessee, employing over 650,000 staff. Chronopost also has a wide range of operation as
they also ship goods to Europe under the DPD group operations. The same applied to Amigo travel
logistics which has branches in Europe, Middle East and Asia, indicating its international nature. This is
the more reason why it was easy to get a good number of respondents from those big companies in the
entire region because they have so many staff, as compared small enterprises like CAMPOST that is
based only in Cameroon employing around 1,245 staff and others.
33
Demographic Characteristics of Respondents
Figure 4: Distribution of respondents by gender
33 (40%)
50 (60%)
Male Female
Source: Composed by author (field data)
The findings showed that majority of the respondents 50 (60%) were males and the remaining 33 (40%)
were females.
Figure 5: Distribution of respondents by Age
Age of Respondents
47
50
45
40
35 30
30
25
20
15
10
3 3
5
0
20-30years 31-40years 41-50years 51 years and above
34
The data in figure above shows that 3(3.6%) respondents were between 20-30 years, 47(56.6%) were
between 31-40years, 30(36.1%) were between 41-50 years while 3(3.6%) were 50 years and above.
Majority of the respondents were 31-40years, making up majority of the working population as well.
Figure 6: Distribution of respondents by level of education
Highest Level of Education
5 (6%)
5 (6%) 10 (12%)
13 (16%)
Ordinary Level
Advanced Level
Bachelor Degree
Masters
50 (60%)
PHD
The study shows that majority of the respondents 50(60%) highest qualification was a bachelor’s degree
followed by 13(16%) whose highest level of education was with advanced Level, 10(12%) whose
qualification was Ordinary level, 5(6%) whose highest qualification was Master while 5(6%) whose
highest qualification was PHD. The findings show that majority of the respondents have a great
knowledge on the role of expressed delivery services.
35
Figure 7: Distribution of respondents by post:
Post of Responsibility
34 (41%)
49 (59%) Senoir Management

Supervisor
Figure 7 gives a distribution of respondents according to their post of responsibility
From the data collected it can be seen from the post of responsibility that, it showed that 49(59%) of had
a post of responsibility of a supervisor, while 34(42%) had a post of senior management.
Figure 8: Distribution of respondents by years of Experience
Years of Experience
13
(16%)
30 (36%) Below 5 years

6-10years
More than 10years
40 (48%)
36
Figure 8 gives a distribution of respondents according to their years of experience
From the data collect showed that 30(36%) had worked for below 5 years, 40(48%) had worked for 6-
10years and 30(36%) had worked for more than 10 years. This means the majority of the respondents
have a great knowledge on the study.
Test of Reliability: The researcher carried out a pilot test to establish the reliability of the research
instruments for both the dependent and independent variables.
A Cronbach alpha coefficient was computed for the explanatory variable or independent variable
“EXPRESS DELIVERY SERVICES”. Which is studied through these 3 dimensions and the findings
are as indicated in Table 4.
Table 4. Reliability of the Research Variables
Variables Cronbach’s alpha Number of items Acceptability
Logistic Competence 0.842 5 items 0.842> 0.7
Acceptable
Willingness to pay a Mark-up 0.853 5 0.853> 0.7

cost
Acceptable
Lead-time Benefits 0.743 6 0.743> 0.7
Acceptable
Cross-Border E-Commerce 0.853 6 0.853> 0.7
Acceptable
37
Table 5: Respondents Opinion on Logistic Competence
Little Moderate Great Very great

ITEMS No extent extent extent extent extent
Your company’s express delivery
substitutes regular delivery options
05(6.02%) 23(27.7%) 30(36.14%) 25(30.1%) 10(12.04%)
Prompt services of express delivery

affects your company’s financial
performance 21(25.3%) 42(50.6%) 20(24.1%) 00(0.0%) 0(0.0%)
Does your company provide

discounts or free shipping to its
clients? 12(14.5%) 21(25.3%) 30(36.1%) 13(15.7%) 12(14.5%)
Your company’s offers prompt

delivery of consignments and in
good conditions 00(0.0%) 20(24.1%) 10(12.4%) 30(36.1%) 23(27.7%)
Do discounts or free shipping

provided by your company increase
order incidence? 00(0.0%) 20(24.1%) 10(12.4%) 30(36.1%) 23(27.7%)
The study found out that logistic competence had a Cronbach alpha coefficient of 0.842, willingness to
pay a Make-up cost had a Cronbach alpha coefficient of 0.853, lead-time Benefit had a cronbach alpha
of 0.743 and Cross-Border E-Commerce had a Cronbach alpha coefficient of 0.853 This show that all
the variables had a Cronbach alpha coefficient of 0.7 and above an indication that the research instruments
were sufficient and reliable for the study. This agrees with Grayson (2004), who said that the closer the
38
Cronbach’s alpha coefficient is towards 1.0, the greater the internal consistency of the items in the scale.
The results as shown in table 4 which illustrates the results of reliability test, by
Respondents Opinion on Logistic Competence: Table 5 provides the opinion of sampled respondents on
the expectation from the informal sector. Found in the table are the frequencies and percentages (in
parentheses).
According to results from table 5, most of the sampled respondents agreed that their company express
delivery substitutes regular delivery options, 23(27.7%) agreed to a little extent, 30(36.14%) agreed to a
moderate extent, 25(30.1%) agreed to a great extent and 10(12.04%) agreed to a very great extent
meanwhile 05(6.02%) disagreed with no extent. The highest percentage of the respondents agreed that
Prompt services of express delivery affects your company’s financial performance, 21(25.3%) claimed
that to a little extent, 20(24.1%) to a moderate extent, 0(0%) claimed that to a very great extent while
12(14.5%) claimed to a great extent and 21(25.3%) disagreed to no extent. The majority sample agreed
to the statement “Does your company provide discounts or free shipping to its clients?” with 12(14.5%)
disagreement to no extent. The greater majority of the respondents agreed with little extent, 13(15.7%)
responded with very great extent, 0(0%) with a great extent and 20(24.1%) responded with moderate
extent. All the respondents 83(100%) are for the fact that their company offers prompt delivery of
consignent and in good conditions with 0(0%) disagreement to no extent, the greater majority of the
respondents 40(40%) agreed with a moderate extent, 0(0%) responded with very great extent, 20(20%)
agreed with a great extent while 30(37.5%) responded with little extent. Majority of the respondents
73(88%) are for the fact that Express delivery services have increased their financial performance with
10(12.0%) disagreement to no extent, the greater majority of the respondents 33(39.8%) agreed with a
moderate extent, 06(7.2%) responded with very great extent, 17(20.5%) agreed with a great extent while
22(26.5%) responded with little extent. The majority sample agreed to the statement “Do discounts or
free shipping provided by your company increase order incidence” with 12(14.5%) disagreement to no
extent. The greater majority of the respondents agreed with little extent, 13(15.7%) responded with very
great extent, 0(0%) with a great extent and 20(24.1%) responded with moderate extent.
Willingness to pay a Make-up cost:
Table 6: Respondents Opinion on Willingness to pay a Make-up cost
39
This express delivery offers

pricing strategies that differ from
actual shipping charges, which
depend mainly on product weight
and volume
10(12.0%) 10(12.0%) 30(44.6%) 10(12.0%) 34(41.0%)
Customers are always ready to pay

for express delivery service to
ensure default free delivery of
their consignments 30(44.6%) 40(48.2%) 13(15.7%) 0(0.0%) 0(0.0%)
The management grant me

sufficient authority and powers to
perform some tasks 05(6.02%) 23(27.7%) 30(36.14%) 25(30.1%) 10(12.04%)
For products of high value, that is,

with low LCR, customers are
more likely to pay for express
delivery services on top of the
normal delivery price. 21(25.3%) 42(50.6%) 20(24.1%) 00(0.0%) 0(0.0%)
For expensive products, for

example, sometimes free shipping
through express delivery
operators is offered. 50(60.2%) 33(39.8%) 0(0%) 0(0%) 0(0%)
40
Customers compare transport cost
with the price of the ordered
product when choosing between
regular and express delivery i.e.,
LCR (logistic cost ratio) 21(25.3%) 42(50.6%) 20(24.1%) 00(0.0%) 0(0.0%)
Results from table 6 reveal that 73(88.0%) of the respondents agreed that This express delivery offers
pricing strategies that differ from actual shipping charges, which depend mainly on product weight and
volume 10(12.0%) agreed to a great extent and 34(41.0%) agreed to a very great extent, 30(37.5%) of
the respondents agreed with moderate extent while 30(44.6%) respondents who agreed with little extent
and 10(12.0%) disagreed.
Results also reveal that 43(45.4%) of the respondents agreed that Customers are always ready to pay for
express delivery service to ensure default free delivery of their consignments 0(0.0%) agreed to a great
extent and 0(0.0%) agreed to a very great extent, 13(15.7%) of the respondents agreed with moderate
extent while 13(15.7%) respondents who agreed with little extent are and 40(48.2%) disagreed.
The majority sample agreed to the statement “Does your company provide discounts or free shipping to
its clients?” with 12(14.5%) disagreement to no extent. The greater majority of the respondents agreed
with little extent, 13(15.7%) responded with very great extent, 0(0%) with a great extent and 20(24.1%)
responded with moderate extent.
Majority of the respondents 83(100%) are for the fact that the management grant me sufficient authority
and powers to perform some tasks with 05(6.02%) disagreement to no extent, the greater majority of the
respondents 30(36.14%) agreed with a moderate extent, 10(12.04%) responded with very great extent,
25(30.1%) agreed with a great extent while 23(27.7%) responded with little extent
41
Majority of the respondents 73(88%) are for the fact that For products of high value, that is, with low
LCR, customers are more likely to pay for express delivery services on top of the normal delivery price
with 21(25.3%) disagreement to no extent, the greater majority of the respondents 42(50.6%) agreed with
a little extent, 00(0.0%) responded with very great extent, 00(0.0%) agreed with a great extent while
20(24.1%) responded with moderate extent
The majority sample disagreed to the statement “For expensive products, for example, sometimes free
shipping through express delivery operators is offered” with 50(60.2%) disagreement to no extent. The
greater majority of the respondents 33(39.8%) agreed with little extent, 0(0%) responded with very great
extent, 0(0%) with a great extent and 0(0%) responded with moderate extent.
Majority of the respondents 73(88%) are with Customers compare transport cost with the price of the
ordered product when choosing between regular and express delivery i.e., LCR (logistic cost ratio)
21(25.3%) disagreement to no extent, the greater majority of the respondents 42(50.6%) agreed with a
little extent, 00(0.0%) responded with very great extent, 00(0.0%) agreed with a great extent while
20(24.1%) responded with moderate extent
Lead-time Benefits
Table 7: Respondents Opinion Lead-time Benefits

Your company is likely to

use express delivery service
for your cross border
transactions 10(12.0%) 12(14.5%) 18(21.9%) 30(36.1%) 13(15.7%)
The cost of express

delivery from transport
agents increases with
transportation distance, so,
0(0%) 20(25%) 31(38.7%) 19(23.8%) 10(12.5%)
larger express delivery
42
costs to customers located
farther away is charged.
Express delivery services are

attractive for low values of
cost time savings, as the cost
is then low as compared to
the achieved lead-time
reduction. 21(25.0%) 30(36.1%) 23(27.7%) 10(12.5%) 0(0.0%)
The willingness of
customers to pay for express
delivery depends on the
magnitude of lead-time
reduction measured in terms
of the costs of time saving
(CTS) 10(12.0%) 12(14.5%) 18(21.9%) 30(36.1%) 13(15.7%)
Customers’ willingness to
pay for express delivery
increases for larger lead-time
benefits. 40(48.2%) 19(22.9%) 14(16.9%) 10(12.0%) 0(0%)
Customers compare costs

and benefits in their
economic decisions
concerning express delivery 23(27.4%) 12(14.5%) 39(47.0%) 10(12.0%) 4(4.8%)
Results from table 6 reveal that 70(87.5%) of the respondents agreed that their company is likely to use
express delivery service for cross-border transactions; 30(36.1%) agreed to a great extent; 13(15.7%)
43
agreed to a very great extent and 18(21.9%) of the respondents agreed with moderate extent while
12(15%) respondents who agreed with little extent are 10(12.0%) disagreed.
Results also reveal that all of the respondents agreed that the cost of express delivery from transport
agents increases with transportation distance, so, larger express delivery costs to customers located
farther away is charged 19(23.8%) agreed to a great extent and 10(12.5%) agreed to a very great extent,
31(38.7%) of the respondents agreed with moderate extent while 20(25%) respondents who agreed with
little extent are and 0(0%) disagreed.
The majority sample agreed to the statement “Express delivery services are attractive for low values of
cost time savings, as the cost is then low as compared to the achieved lead-time reduction” with
21(25.0%) disagreement to no extent. The greater majority of the respondents 30(36.1%) agreed with
little extent, 0(0.0%) responded with very great extent, 10(12.5%) with a great extent and 23(27.7%)
responded with moderate extent.
Majority of the respondents agreed that the willingness of customers to pay for express delivery depends
on the magnitude of lead-time reduction measured in terms of the costs of time saving (CTS) 30(36.1%)
agreed to a great extent and 13(15.7%) agreed to a very great extent, 18(21.9%) of the respondents agreed
with moderate extent while 12(15%) respondents who agreed with little extent are and 10(12.0%)
disagreed.
Results also reveal that majority of the respondents agreed that Customers’ willingness to pay for express
delivery increases for larger lead-time benefits. 10(12.0%) agreed to a great extent and 0(0%) agreed to
a very great extent, 14(16.9%) of the respondents agreed with moderate extent while 19(22.9%)
respondents who agreed with little extent are and 40(48.2%) disagreed.
60(732.6%) of the respondents disagreed that Customers compare costs and benefits in their economic
decisions concerning express delivery while 23(27.4%) respondents disagreed with no extent.
44
Cross-Border E-Commerce
Table 8: Respondents Opinion on Cross-Border E-Commerce
ITEMS Little
Moderate Great Very great
No extent Extent extent extent extent
Your company is likely to
use express delivery service
for your cross border
transactions
30(44.6%) 40(48.2%) 13(15.7%) 0(0.0%) 0(0.0%)
Based on your company’s

experience with express
delivery service providers,
your company would
recommend it to other
enterprises involved in cross
border commerce 05(6.02%) 23(27.7%) 30(36.14%) 25(30.1%) 10(12.04%)
Your company dont intend

to use any other express
delivery operator apart from
this one in the nearest future
21(25.3%) 42(50.6%) 20(24.1%) 00(0.0%) 0(0.0%)
Express delivery services

have increased your
financial performance and
over all turnover 0(0%) 20(25%) 31(38.7%) 19(23.8%) 10(12.5%)
45
Express delivery services
have increased the
satisfaction of your
customers 21(25.0%) 30(36.1%) 23(27.7%) 10(12.5%) 0(0.0%)
Results from table 7 reveal that 73(88.0%) of the respondents agreed that Your company is likely to use
express delivery service for your cross-border transactions 10(12.0%) agreed to a great extent and
34(41.0%) agreed to a very great extent, 30(37.5%) of the respondents agreed with moderate extent while
30(44.6%) respondents who agreed with little extent and 10(12.0%) disagreed.
Results also reveal that 43(45.4%) of the respondents agreed that based on their company’s experience
with express delivery service providers, they would recommend it to other enterprises involved in cross
border commerce, 0(0.0%) agreed to a great extent and 0(0.0%) agreed to a very great extent, 13(15.7%)
of the respondents agreed with moderate extent, while 13(15.7%) respondents agreed with little extent
and 40(48.2%) disagreed.
The majority sample agreed to the statement “Your company does not intend to use any other express
delivery operator apart from this one in the nearest future” with 12(14.5%) disagreement to no extent.
The greater majority of the respondents agreed with little extent, 13(15.7%) responded with very great
extent, 0(0%) with a great extent and 20(24.1%) responded with moderate extent.
Results also reveal that all of the respondents agreed that the express delivery services have increased
your financial performance 19(23.8%) agreed to a great extent and 10(12.5%) agreed to a very great
extent, 31(38.7%) of the respondents agreed with moderate extent while 20(25%) respondents who
agreed with little extent are and 0(0%) disagreed.
The majority sample agreed to the statement “Express delivery services have increased the satisfaction
of your customers” with 21(25.0%) disagreement to no extent. The greater majority of the respondents
30(36.1%) agreed with little extent, 0(0.0%) responded with very great extent, 10(12.5%) with a great
extent and 23(27.7%) responded with moderate extent.
Majority of the respondents agreed that Express delivery servcices have increased your overal turnover
30(36.1%) agreed to a great extent and 13(15.7%) agreed to a very great extent, 18(21.9%) of the
46
respondents agreed with moderate extent while 12(15%) respondents who agreed with little extent are
and 10(12.0%) disagreed
Construction of Indexes: Results of the Multiple Correspondence Analyses: Five indexes are
constructed using the Multiple Correspondence Analysis given the categorical nature of the items used
in constructing the indexes. Table 9 gives a summary synopsis of the 4 indexes computed using the MCA.
More details in the Annex.
Table 9: Synopsis of variables indicators
Dimension Principal inertia percent Cumul percent
Logistic Competence (number of axes = 2)
Dim1 0.866006 59.9 59.9
Dim2 0.579008 40.1 100.0
Total 1.445014 100.0
Willingness To Pay A Mark-Up Cost (number of axes = 2)
Dim1 0.863651 72.1 72.1
Dim2 0.334497 27.9 100.0
Total 1.198148 100.0
Lead-Time Benefits index (number of axes = 3)
Dim1 0.929685 45.8 45.8
Dim2 0.765444 37.7 83.5
Dim3 0.333788 16.5 100.0
Total 2.028917 100.0
Cross-Border E-Commerce index (number of axes = 3)
Dim1 0.929685 45.8 70.5
47
Dim2 0.765444 28.5 99.0
Dim 3 0.0000231 1 100.0
Total 2.028917 100.0
Results from the MCA indicate that there are two axes for two indexes and three axes for two indexes
constructed. Two dimensions with a total principal inertia of 0.579008 which contribution is estimated
at 40.1 %, while the first dimension contributed 59.5 to the Logistic Competence index with 0.866006
principal inertia. Thus, Logistic Competence index is predicted from two dimensions.
Willingness to pay a mark-up cost index on its own is predicted from two dimensions with the first
dimension contributing 72.1 % to the index and a principal inertia of 0.863651 and dimensions 2
contribute 27.9 %to the index respectively. The principal inertia for dimensions 2 is 0.334497. Three
dimensions are used for the construction of Lead-Time Benefits index and cross-Border E-commerce.
Table 10: Descriptive statistics
48
Results from table 10 show that the mean index of logistic competence in terms of express delivery is
with 3.6116 a standard deviation of 1.2067 which shows that there is moderate variability of the logical
competence index values. Willingness to pay a mark-up cost for express delivery index values evolve
between 1.045700 and 2.39500. Also, the Willingness to pay a mark-up cost for express delivery index
mean is 3.76030 with a standard deviation of 1.310374, a minimum value of 1.045700 and a maximum
value of 2.39500, Cross- Border E-commerce index mean is 3.528900 with a standard deviation of
1.225251 indicating there was a little variability of the Cross- Border E-commerce values. Finally, the
mean value for Lead-time benefits through Express services index with a standard deviation of 1.00000.
Concerning the estimation of the model parameters, we conducted a correlation analysis in order to
determine if there are strong correlations among independent variables which may be a sign of
multicollinearity in the model. Table 11 presents the pairwise correlation matrix among variables
Table 11: Pairwise correlation matrix
This table shows that there is a problem of multicollinearity and this is because the values are correlated.
Results from table 11 reveal that there is a strong correlation among the independent variables (logistic
competence, lead-time Benefits, Cross-Border E-commerce) as the correlation coefficients among these
variables all exceed 0.6. A correlation greater than 0.75 is considered to be a “strong” correlation between
49
two variables while a weak correlation indicates that there is minimal relationship between the variables
- as predicted - depending on how you stated the hypothesis. Thus, it was important to carry out a formal
test of multicollinearity to ascertain that the model does not suffer from multicollinearity. Table 12
presents the results of the Variance Inflation Factors (VIF) test of multicollinearity.
Table 12: VIF results for multicollinearity
Variables VIF 1/VIF(Tolerance)
Logistic Competence 0.877 1.140251
Lead time benefits 0.563 1.77619
Willingness to pay a mark-up cost 0.741 1.349527
Mean VIF 1.8105
Results from the VIF test show that none of the individual VIF coefficients is greater than the critical
value of 10 as prescribed by Gujarati (2004) and the mean VIF is lower than 2.5 which implies that
multicollinearity is not a problem in the model. Thus, the Ordinary Least square estimation can be used.
Tables 12 presents the result of the Ordinary Least Squares (OLS) estimation of the role of express
delivery services on cross border e-commerce in Africa: case of the CEMAC sub region
50
Regression Analysis
Table 13: Model Summary
From model one which had an adjusted R square of 83%, R square of 87% and R figure of 93%. This
indicated that 83% of the variation in Cross-Border E-Commerce is explained by Lead-Time Benefits,
Willingness to Pay a Mark-Up Cost For Express Delivery, Logistic Competence.
Table 14: ANOVA
51
Table 15: Coefficients
Y=1.033 + 0.410LC + 0.870LTB+e+0.091WPMC. The model is globally significant at 1% as the

probability of Fischer statistic (Prob > F = 0.0000) is lower than 1%. Thus, Lead-Time Benefits,
Willingness to Pay a Mark-Up Cost for Express Delivery, Logistic Competence significantly affect
Cross-Border E-Commerce. Results from data analysis indicate that the coefficient of Lead-Time
Benefits index is positive (0.410) which implies that there is a positive effect of Lead-Time Benefits and
Cross-Border E-Commerce. An increase of the Lead-Time Benefits index by one unit will lead to an
increase of Cross-Border E-Commerce index by 0.410 points everything else held constant. It should also
be noted that these results are significant at 1% level of significance as the probability value (0.000) is
less than 1%. Thus, there is a positive and significant effect of Lead-Time Benefits on Cross-Border E-
Commerce and an increase in Lead-Time Benefits will lead to an increase in the Cross-Border E-
Commerce in Africa. Similarly, Willingness to Pay a Mark-Up Cost for Express Delivery is positively
related to Cross-Border E-Commerce given that the coefficient of Willingness to Pay a Mark-Up Cost
for Express Delivery index is 0.870. This means, an increase in the by Willingness To Pay A Mark-Up
Cost For Express Delivery one unit will result in about 0.870 points rise in the Cross-Border E-Commerce
index ceteris paribus. However, it should be noted that this outcome is statistically significant as the
probability value of the variable (0.000) is less than 0.1 (10%). Thus, there is positive significant effect
52
by Willingness to Pay a Mark-Up Cost for Express Delivery of in the Cross-Border E-Commerce in
Africa.
The coefficient of logistic competence is positive (0.106) which implies that there is a positive
relationship between logistic competence and the Cross-Border E-Commerce. An increase of logistic
competence index by one unit will lead to a unit increase in the Cross-Border E-Commerce index by 1.86
points everything else held constant. It should also be noted that this result is significant at 1% level of
significance as the probability value (0.001) is greater than 1%. Thus, there is a positive and significant
effect of logistic competence on in Cross-Border E-Commerce in Africa.
Discussion of Findings: Results from the OLS estimation above indicate that there is a positive and
significant effect of logistic competence in terms of express delivery on financial performance in cross
border e-commerce in the CEMAC sub region. This result is in line with a priori expectation and permit
to accept the first hypothesis. This is supported by Ho & Ong (2012) who indicated that not timeliness,
but condition/accuracy of order was the strongest factor influencing customer satisfaction with courier
service. However, due to the increasing expectation from customers, timeliness was perceived as an
entry-level requirement for every company in the logistic industry.
In line with a priori expectation, results from data analysis revealed that there is a positive and significant
effect of willingness to pay a mark-up cost for express delivery on higher priced products in cross border
e-commerce in the CEMAC Sub Region. This is in line with the work of Rutkowski et al. (2011) who in
their research showed that 98% of small and medium enterprises and 94% of large companies admitted
that next-day delivery is the most important factor in choosing the courier service as well as the same-
day delivery and delivery tracking so definitely making customers to pay for mark-up cost.
Also, Lead-time benefits through express delivery services positively influence the consideration for
cross border customers in the CEMAC Sub Region. This is in line with the work of Xing et al. (2006)
who compared delivery service between online retailer and multi-channel retailer, they put emphases on
availability, timeliness, condition and return service.
3.2 Summary of Major findings

The purpose of the study was to examine how express delivery services enhance cross-border E-
commerce in the CEMAC sub region. The study was guided by the following specific objectives; to
53
examine the extent to which Logistic competence, in terms of express delivery affects financial
performance in cross-border e-commerce in the CEMAC Sub Region, to investigate the extent to which
willingness to pay a mark-up cost for express delivery affect higher priced products in the CEMAC Sub
Region and to examine Lead-time benefits through express delivery services influence the consideration
by cross-border customers in the CEMAC Sub Region.
The study adopted descriptive statistics and causal research design due to their appropriateness in
presentation specific state of affairs and description of the effect of express delivery services on cross
border E-commerce in the CEMAC sub region. The target population of the study was 100 workers in
logistic companies in the CEMAC sub region. The study relied on primary data collected by use of
structured questionnaires. Collected data was coded into SPSS version 20 for analysis using the Cronbach
alpha coefficient approach. The first-hand data were analysed both descriptively and inferentially. The
Multiple Correspondence Analysis was used to construct the indexes. Later on, the Ordinary Least Square
estimation technique was used to test the hypotheses of the study and the following results were recorded:
The first specific objective was to examine the extent to which logistic competence in terms of express
delivery affects financial performance in cross border e-commerce. The study established that logistic
competence in terms of express delivery significantly influenced financial performance in cross border
e-commerce in the CEMAC sub region. This depicts that an increase in logistic competence in terms of
express delivery leads to an increase in financial performance in cross border e-commerce in the CEMAC
sub region. This result permitted the acceptance of the first hypothesis of the study which stated that
Logistic competence, in terms of express delivery, positively affects financial performance in cross-
border e-commerce in the CEMAC Sub Region.
The second specific objective was to assess the extent to which willingness to pay a mark-up cost for
express delivery affects higher priced products in cross border e-commerce in the CEMAC Sub Region.
In line with a priori expectation, results from data analysis revealed that there is a positive and significant
effect of willingness to pay a mark-up cost for express delivery on higher priced products in cross border
e-commerce in the CEMAC Sub Region. This asserts that willingness to pay a mark-up cost for express
delivery and higher priced products in cross border e-commerce moves in the same direction that is, an
increase in one variable leads to an increase in the other variable. This result permitted the acceptance of
the second hypothesis of the study which stated that the willingness to pay a mark-up cost for express
delivery increases for higher priced products in cross border e-commerce in the CEMAC Sub Region.
54
The third specific objective was to evaluate the extent to which Lead-time benefits through express
delivery services affect the consideration for cross border customers in the CEMAC Sub Region. The
study established that Lead-time benefits through express delivery services positively influence the
consideration for cross border customers in the CEMAC Sub Region. There is a positive and significant
effect of Lead-time benefits through express delivery services on the consideration for cross border
customers in the CEMAC Sub Region which implies that the third hypothesis of the study is accepted.
55
CONCLUSION AND RECOMMENDATIONS
1. The main objective of the study was to investigate the extent to which express delivery services
enhance cross-border E-commerce in the CEMAC sub region. Descriptive statistics with the aid
of charts and tables of frequencies and percentages were used to analyse the data while the
Multiple Correspondence Analysis was used to construct indexes. The Ordinary Least Squares
estimation technique was used to test the hypotheses of the study. Results from this
methodological approach indicate that there is a positive and significant effect of logistic
competence in terms of express delivery on cross-border E-commerce in the CEMAC sub region.
2. From the theoretical point of view, the study concludes that there is a positive connection between
flexible express delivery services and cross border e-commerce. The current investigations have
been done in different economies which have diverse working environment from that in the
CEMAC sub region and most in the whole, there has been a growing number of studies involving
e-commerce logistics and express delivery, indicating that the two are interlinked. So it is still a
valuable exploration task to investigate the service requirement of online shoppers for express
delivery in the last mile and its role on cross border e commerce.
3. The study equally established that logistic competence in terms of express delivery significantly
influences financial performance in cross border e-commerce in the CEMAC sub region. This
depicts that there is an increase in logistic competence in terms of express delivery which leads
to an increase in financial performance in cross border e-commerce in the CEMAC sub region.
This result permitted the acceptance of the first hypothesis of the study which stated that Logistic
competence, in terms of express delivery, positively affects financial performance in cross-border
e-commerce in the CEMAC Sub Region. The study therefore concludes that logistic competence
in terms of express delivery affects financial performance in cross border e-commerce in the
CEMAC sub region.
4. It was also established from this study that willingness to pay a mark-up cost for express delivery
has a positive and significant effect on cross-border E-commerce in the CEMAC sub region.
5. Finally, results show that there is a positive and significant effect of Lead-time benefits through
express delivery services on cross-border E-commerce in the CEMAC sub region.
Conclusively, there is a significant effect of express delivery services on cross-border E-commerce

in the CEMAC sub region.
56
Recommendations: Based on the findings of this study, the following recommendations can be
formulated:
First and foremost, companies involved in cross border e-commerce ought to provide prompt services of
express delivery to their customers and with this it will increase their company’s financial performance.
Also, they should offer prompt delivery of consignent and in good conditions, provide discounts or free
shipping to their customers ones in a while and also these companies should offers pricing strategies that
differ from actual shipping charges, which depend mainly on product weight and volume.
Secondly, emphasis should be place on LCR (logistic cost ratio) as customers compare transport cost
with the price of the ordered product when choosing between regular and express delivery. For products
of high value, that is, with low LCR, customers are more likely to pay for express delivery services on
top of the normal delivery price, so the companies should put more emphases on LCR. The cost of express
delivery from transport agents increases with transportation distance, so, larger express delivery costs to
customers located farther away should be charged but not high.
Suggestions for Further Studies: The study recommends a replica of the study to be conducted among
other zones apart from CEMAC and in the whole of Africa to establish the effect of the express delivery
services on cross-border E-commerce.
57
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63
Lukong, Collette Kwatinyuy. The Role of Express Delivery Services in Cross Border E-Commerce
in AFRICA: Case of the CEMAC Sub-Region. Logistics Management Master Thesis. Supervisor dr.
J. Seiranov. – Vilnius: Mykolas Romeris University, 2021
ABSTRACT
This study is guided by specific objectives; the extent to which Logistic competence, in terms of express
delivery, affects financial performance in cross-border e-commerce in the CEMAC Sub Region; the extent to
which willingness to pay a mark-up cost for express delivery affect higher priced products in the CEMAC Sub
Region and the influence of Lead-time benefits through express delivery services on the consideration by
cross-border customers in the CEMAC Sub Region. International trade plays an increasingly important role in
global economics and one growing part of the international economy has been electronic commerce enhanced
by express delivery services. This research on The Role of Express Delivery Services in Cross Border E-
Commerce in AFRICA: Case of the CEMAC Sub-Region, brings out a positive connection and main drive
towards the development of Express Courier and e-commerce.
Keywords: express delivery services, cross border e-commerce, logistics management, Africa CEMAC sub-
region
Lukong, Collette Kwatinyuy. Greitojo pristatymo paslaugų vaidmuo tarpvalstybinėje E-prekyboje

AFRIKOJE: CEMAC subregiono atvejis. Logistikos vadybos magistro baigiamasis darbas. Darbo vadovas.
dr. J. Seiranovas. – Vilnius: Mykolo Romerio universitetas, 2021 m
ANOTACIJA
Šis tyrimas vadovaujasi konkrečiais tikslais; kiek logistikos kompetencija, kalbant apie greitąjį pristatymą, turi
įtakos finansiniams tarpvalstybinės elektroninės prekybos CEMAC subregione rezultatams; kokiu mastu
pasiryžimas mokėti priemokas už greitąjį pristatymą turi įtakos didesnės kainos produktams CEMAC
subregione ir greitojo pristatymo paslaugų teikiamos pristatymo laiko naudos įtaka tarptautinių klientų atlygiui
CEMAC subregione. Tarptautinė prekyba vaidina vis svarbesnį vaidmenį pasaulio ekonomikoje, o viena
auganti tarptautinės ekonomikos dalis buvo elektroninė prekyba, kurią sustiprino greitojo pristatymo
paslaugos. Šis tyrimas dėl greitojo pristatymo paslaugų vaidmens tarpvalstybinėje el. prekyboje Afrikoje:
CEMAC subregiono atvejis atskleidžia teigiamą ryšį ir pagrindinį postūmį plėtoti greituosius pristatymus ir
el. prekybą.
Raktiniai žodžiai: greitojo pristatymo paslaugos, tarpvalstybinė elektroninė prekyba, logistikos valdymas,
Afrikaos CEMAC subregionas.
64
SUMMARY
In summary, the study examined how express delivery services enhance cross-border E-commerce in
the CEMAC sub region. The study was guided by the following specific objectives; to examine the
extent to which Logistic competence, in terms of express delivery affects financial performance in
cross-border e-commerce in the CEMAC Sub Region, to investigate the extent to which willingness
to pay a mark-up cost for express delivery affect higher priced products in the CEMAC Sub Region
and to examine Lead-time benefits through express delivery services influence the consideration by
cross-border customers in the CEMAC Sub Region.
Nowadays, technological development has made buying very easy and effective through the internet
and logistics business. Within this context, the importance and significance of new technologies in
the supply chain framework should be highlighted, and they should be seen as a group of
organizations and processes a product goes through from the starting source to the final product
delivered to the customer (Schoenfeldt, 2008).
The usefulness of e-commerce to customers depends on how e-commerce simplifies and improves
the effectiveness of their shopping. Reliability and speed of delivery are dominant factors, and we
take express delivery as measure of the logistic competence perceived by customers. Just as e-
commerce has been studied as a new technology in the technology acceptance model (Celik &
Yılmaz, 2011), E-commerce equipped with express delivery services is viewed as the adoption of a
new technology. The perceived logistic competence depends on customer characteristics like gross
domestic product, on product characteristics such as price, weight, and volume, and on regional
characteristics like lead-times and road transport costs. The logistic competence affects financial
performance in terms of order size, order incidence, and repurchase rates. However it is still neglected
by most E-shops in the African context.
65
ANNEX 1.
Synopsis of variables indicators
66
ANNEX 2.
QUESTIONNAIRE (ENGLISH and FRENCH)
I am COLLETTE KWATINYUY LUKONG, carrying out a research on the topic “THE ROLE OF
EXPRESS DELIVERY SERVICES ON CROSS BORDER E-COMMERCE IN AFRICA: CASE
OF THE CEMAC SUB REGION”. I will be very grateful if you can help me answer the following
questions.
Provision for confidentiality: The information collected during this survey is strictly confidential under
the terms of Law No. 91/023 of 16 December 1991 on censuses and statistical surveys.
Questionnaire number……………………………………………
SECTION A: Demographic information
1. Name of your company _______________________
2. Number of years you have been working in this company
Below 5 Years [ ], 6-10 Years [ ], More than 10 Years [ ]
3. Your gender ? Male [ ], Female [ ]
4. How old are you ? 20 – 30 years [ ] 31-40 [ ] 41-50[ ] 51 and above [ ]
4. What is your highest level of education?
Ordinary Level [ ], Advanced Level [ ], Bachelor’s Degree [ ], Masters [ ], PhD [ ].
5. What is your position in this company?
Senior Management [ ] Supervisor [ ]
6. What is your country of residence in the CEMAC zone?
Cameroon [ ] Chad [ ] Gabon [ ] Congo Brazzavile [ ] Equatorial Guinea[ ] Central Africa [ ]

………………………………………………………………………..
67
SECTION B: LOGISTIC COMPETENCE, IN TERMS OF EXPRESS DELIVERY
7. Below are several statements on the effect of Logistic competence, in terms of express delivery on
financial performance in cross-border e-commerce in the CEMAC Sub Region.
Kindly indicate the extent to which you agree with each of them as far as the influence of Logistic
competence, in terms of express delivery on your level of financial performance in cross-border e-
commerce in the CEMAC Sub Region. Use a scale of 1-5 where 1= no extent, 2= little extent, 3=
moderate extent, 4 = great extent and 5 = very great extent.
STATEMENT 1 2 3 4 5
Your company express delivery substitutes regular delivery options
Prompt services of express delivery affects your company’s financial

performance
Your company provide discounts or free shipping to its clients
Your company offers prompt delivery of consignments and in good

conditions
Discounts or free shipping provided by your company increase order

incidence
8. In what other way does Logistic competence influenced your company’s financial performance?
......................................................................................................................................................
SECTION C: WILLINGNESS TO PAY A MARK-UP COST FOR EXPRESS DELIVERY
9. Below are several statements on the effect of willingness to pay a mark-up cost for express delivery.
Kindly indicate the extent to which you agree with each of them with regards to how willingness to pay
a mark-up cost for express delivery has influenced higher priced products in the CEMAC Sub Region.
68
Use a scale of 1-5 where 1= no extent, 2= little extent, 3= moderate extent, 4 = great extent and 5 = very
great extent
STATEMENT 1 2 3 4 5
This express delivery offers pricing strategies that differ from actual
shipping charges, which depend mainly on product weight and
volume
For expensive products, for example, sometimes free shipping

through express delivery operators is offered.
Customers compare transport cost with the price of the ordered

product when choosing between regular and express delivery i.e.
LCR (logistic cost ratio)
For products of high value, that is, with low LCR, customers are more
likely to pay for express delivery services on top of the normal
delivery price.
Customers are always ready to pay for express delivery service to

ensure default free delivery of their consignements
10. In what other way does willingness to pay a mark-up cost for express delivery influence higher priced
products in the CEMAC Sub-Region?
............................................................................................................................................
SECTION D: LEAD-TIME BENEFITS THROUGH EXPRESS DELIVERY SERVICES
11. Below are several statements on the effect of Lead-time benefits through express delivery services
on the consideration by cross-border customers in the CEMAC Sub Region. Kindly indicate the extent
to which you agree with each of them as far as Lead-time benefits through express delivery services has
69
influenced consideration by cross-border customers in the CEMAC Sub Region. Use a scale of 1-5 where
1= no extent, 2= little extent, 3= moderate extent, 4 = great extent and 5 = very great extent.
STATEMENT 1 2 3 4 5
Express delivery services provide a great percentage of lead-time

reduction compared to the lead-time of normal ground delivery.
The cost of express delivery from transport agents increases with

transportation distance, so, larger express delivery costs to customers
located farther away is charged.
Customers’ willingness to pay for express delivery increases for

larger lead-time benefits.
Customers compare costs and benefits in their economic decisions

concerning express delivery
The willingness of customers to pay for express delivery depends on

the magnitude of lead-time reduction measured in terms of the costs
of time saving (CTS
Express delivery services are attractive for low values of cost time
savings, as the cost is then low as compared to the achieved lead-time
reduction.
12. In what other way does Lead-time benefits through express delivery services influence your
consideration on cross-border Ecommerce in the CEMAC Sub Region?
........................................................................................................................
SECTION E: CROSS-BORDER E-COMMERCE
13. Below are several statements on cross-border E-commerce. Kindly indicate the extent to which you
agree with each of them in as far as cross-border E-commerce is concerned. Use a scale of 1-5 where 1=
No Extent, 2= Little Extent, 3= Moderate Extent, 4 = Great Extent and 5 = Very Great Extent.
70
STATEMENT 1 2 3 4 5
Your company is likely to use express delivery service for your cross
border transactions
Based on your company’s experience with express delivery service

providers, your company would recommend it to other enterprises
involved in cross border commerce
Your company does not intend to use any other express delivery
operator apart from this one in the nearest future
Express delivery services have increased your financial performance

and overall turnover.
Express delivery services have increased the satisfaction of your

customers
Thanks for responding…………………………………………….
QUESTIONNAIRE (FRENCH)
Je suis COLLETTE KWATINYUY LUKONG, réalisant une recherche sur le thème « LE ROLE DES
SERVICES DE LIVRAISON EXPRESS SUR LE E-COMMERCE TRANSFRONTALIER EN
AFRIQUE : CAS DE LA SOUS REGION CEMAC. Je vous serai très reconnaissant si vous pouvez
m'aider à répondre aux questions suivantes.
Disposition de confidentialité : Les informations recueillies lors de cette enquête sont strictement
confidentielles au sens de la loi n°91/023 du 16 décembre 1991 relative aux recensements et enquêtes
statistiques
Numéro du questionnaire
…………………………………………
SECTION A : INFORMATIONS DÉMOGRAPHIQUES
1. Nom de votre entreprise _______________________
71
2. Nombre d'années que vous travaillez dans cette entreprise
Moins de 5 ans [ ], 6-10 ans [ ], plus de 10 ans [ ]
3. Votre sexe ? Homme Femme [ ]
4. Quel âge as-tu ? 20 – 30 ans [ ] 31-40 [ ] 41-50[ ] 51 ans et plus[ ]
4. Quel est votre plus haut niveau d'éducation ?
Niveau ordinaire [ ], niveau avancé [ ], licence [ ], maîtrise [ ], doctorat [ ].
5. Quelle est votre position dans cette entreprise ?
Cadre supérieur [ ] Superviseur [ ]
6. Quel est votre pays de résidence dans la zone CEMAC ?
Cameroun [ ] Tchad [ ] Gabon [ ] Congo Brazzavile [ ] Guinée équatoriale[ ] Afrique centrale [ ]
SECTION B : COMPETENCE LOGISTIQUE, EN TERMES DE LIVRAISON EXPRESS
Vous trouverez ci-dessous plusieurs déclarations sur l'effet de la compétence logistique, en termes de
livraison express, sur la performance financière du commerce électronique transfrontalier dans la sous-
région CEMAC.
Veuillez indiquer dans quelle mesure vous êtes d'accord avec chacun d'eux en ce qui concerne l'influence
de la compétence Logistique, en termes de livraison express, sur votre niveau de performance financière
dans le commerce électronique transfrontalier dans la Sous-Région CEMAC. Utilisez une échelle de 1 à
5 où 1= aucune étendue, 2= peu d'étendue, 3= étendue modérée, 4 = grande étendue et 5 = très grande
étendue.
DÉCLARATION 1 2 3 4 5
La livraison express de votre entreprise remplace les options de

livraison habituelles
72
Les services rapides de livraison express affectent la performance
financière de votre entreprise
Votre entreprise offre-t-elle des remises ou la livraison gratuite à ses

clients
Votre entreprise propose une livraison rapide des envois et dans de

bonnes conditions
Les remises ou la livraison gratuite offerte par votre entreprise

augmentent-elles l'incidence des commandes
De quelle autre manière la compétence Logistique, en termes de livraison express, a-t-elle influencé la
performance financière de votre entreprise ?
___________________________________________________________________________________
SECTION C : VOLONTÉ DE PAYER UN COT DE MAJORATION POUR LA LIVRAISON

EXPRESS
Vous trouverez ci-dessous plusieurs déclarations sur l'effet de la volonté de payer un coût majoré pour
la livraison express. Veuillez indiquer dans quelle mesure vous êtes d'accord avec chacun d'entre eux en
ce qui concerne la manière dont la volonté de payer un coût majoré pour la livraison express a influencé
les produits à prix plus élevé dans la sous-région de la CEMAC. Utilisez une échelle de 1 à 5 où 1=
aucune étendue, 2= peu d'étendue, 3= étendue modérée, 4 = grande étendue et 5 = très grande étendue
Cette livraison express propose des stratégies tarifaires différentes

des frais d'expédition réels, qui dépendent principalement du poids et
du volume du produit.
Pour les produits coûteux, par exemple, la livraison gratuite via des
opérateurs de livraison express est parfois proposée
73
Les clients comparent le coût du transport avec le prix du produit

commandé lors du choix entre la livraison régulière et express, c'est-
à-dire LCR (ratio de coût logistique)
Pour les produits de grande valeur, c'est-à-dire avec un faible LCR,

les clients sont plus susceptibles de payer pour des services de
livraison express en plus du prix de livraison normal.
Les clients sont toujours prêts à payer pour le service de livraison

express pour assurer la livraison gratuite par défaut de leurs envois
De quelles autres manières la volonté de payer un coût majoré pour la livraison express a-t-elle influencé
les produits plus chers dans la sous-région CEMAC ?
___________________________________________________________________________________
SECTION D : AVANTAGES DE DÉLAIS GRÂCE À DES SERVICES DE LIVRAISON

EXPRESS
Vous trouverez ci-dessous plusieurs déclarations sur l'effet des avantages de délai grâce aux services de
livraison express sur la prise en compte par les clients transfrontaliers de la sous-région CEMAC.
Veuillez indiquer dans quelle mesure vous êtes d'accord avec chacun d'entre eux en ce qui concerne les
avantages de délai grâce aux services de livraison express a influencé la considération par les clients
transfrontaliers dans la sous-région CEMAC. Utilisez une échelle de 1 à 5 où 1= aucune étendue, 2=
petite étendue, 3= étendue modérée, 4 = grande étendue et 5 = très grande étendue.
Les services de livraison express offrent un grand pourcentage de

réduction des délais par rapport au délai de livraison terrestre normal
74
Le coût de la livraison express des agents de transport augmente avec

la distance de transport, de sorte que des frais de livraison express
plus importants pour les clients situés plus loin sont facturés.
La volonté des clients de payer pour la livraison express augmente

pour des avantages de délai plus importants.
Les clients comparent les coûts et les avantages dans leurs décisions
économiques concernant la livraison express
Le consentement des clients à payer pour la livraison express dépend

de l'ampleur de la réduction des délais mesurée en termes de coûts de
gain de temps (CTS
Les services de livraison express sont intéressants pour de faibles

valeurs de gain de temps, car le coût est alors faible par rapport à la
réduction du délai de livraison obtenue.
De quelles autres manières les avantages des délais de livraison grâce aux services de livraison express
ont-ils influencé votre réflexion sur le commerce électronique transfrontalier dans la sous-région
CEMAC ?
___________________________________________________________________________________
SECTION E : E-COMMERCE TRANSFRONTALIER
Vous trouverez ci-dessous plusieurs déclarations sur le commerce électronique transfrontalier. Veuillez
indiquer dans quelle mesure vous êtes d'accord avec chacun d'eux en ce qui concerne le commerce
électronique transfrontalier. Utilisez une échelle de 1 à 5 où 1= aucune étendue, 2= petite étendue, 3=
étendue modérée, 4 = grande étendue et 5 = très grande étendue.
75
Votre entreprise est susceptible d'utiliser le service de livraison
express pour vos transactions transfrontalières
Sur la base de l'expérience de votre entreprise avec les prestataires de

services de livraison express, votre entreprise le recommanderait à
d'autres entreprises impliquées dans le commerce transfrontalier
Votre entreprise n'a pas l'intention d'utiliser un autre opérateur de

livraison express en dehors de celui-ci dans un avenir proche
Les services de livraison express ont augmenté vos performances

financières et votre chiffre d'affaires global.
Les services de livraison express ont augmenté la satisfaction de vos

clients
Merci d'avoir répondu…………………………………………….
76
ANNEX 3.
ACADEMIC INTERGRITY PLEDGE
2021 - 12 – 13
Vilnius
I, Mykolas Romeris University,
Faculty of Public Governance and Business. Institute of Business and Economics:
Logistics Management,
Collette Kwatinyuy Lukong,
hereby confirm that this academic paper, Master’s Final Thesis
“THE ROLE OF EXPRESS DELIVERY SERVICES IN CROSS BORDER E-COMMERCE IN

AFRICA: CASE OF THE CEMAC SUB REGION”:
1. Has been accomplished independently by me and in good faith;
2. Has never been submitted and defended in any other educational institution in Lithuania or abroad;
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The Role of Express Delivery Services in Cross Border E-Commerce in Africa: Case of The Cemac Sub Region

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MYKOLAS ROMERIS UNIVERSITY

FACULTY OF PUBLIC GOVERNANCE AND BUSINESS

COLLETTE KWATINYUY LUKONG

THE ROLE OF EXPRESS DELIVERY SERVICES IN

Dr. Jusif Seiranov

THE ROLE OF EXPRESS DELIVERY SERVICES IN

A Master’s Thesis on Logistics Management

Supervisor: Performed By:

2. METHODOLOGY OF RESEARCH .................................................................................... 27

2.1 Scope and Area of the Research ......................................................................................... 27

2.2 Research Design .................................................................................................................. 28

2.3 Target population, Sample and Sampling Technique........................................................ 29

3. PRESENTATION AND DISCUSSION OF FINDINGS ....................................................... 33

3.1 Descriptive Analysis ................................................................................................................. 33

3.2 Summary of Major findings .................................................................................................... 53

CONCLUSION AND RECOMMENDATIONS .......................................................................... 56

Figure 1: Criteria for logistic competence…………………………………13

Figure 2: Conceptual Framework…...………………………….………….18

Figure 3: The Technology Acceptance Model ………………….………….19

Figure 4: Demographic Characteristics of Respondents…….…………….34

Figure 5: Distribution of respondents by Age ……………………..………34

Figure 6: Distribution of respondents by level of education…...….………35

Figure 7: Distribution of respondents by post …………….…...….………36

Figure 8: Distribution of respondents by years of Experience....….……..36

Table 1: Factors to take into consideration when selecting a suitable CBEC.15

Table 2: Benefits of cross border e-commerce...……………………….…..16

Table 3: Research Design …………………………………………………. 28

Table 4: Reliability of the Research Variables ……………………………37

Table 5: Respondents Opinion on Logistic Competence………….………38

Table 6: Respondents Opinion on Willingness to pay a Make-up cost ….40

Table 7: Respondents Opinion Lead-time Benefits …………………….....42

Table 8: Respondents Opinion on Cross-Border E-Commerce………..... 45

Table 9: Synopsis of variables indicators ………………………….……....47

Table 10: Descriptive statistics ………………………………….……….....48

Table 11: Pairwise correlation matrix ………………………….……….....49

Table 12: VIF results for multicollinearity ……………………….………..50

Table 13: Model Summary …………………………………….…………....51

Table 14: ANOVA...…………………………………………….………........51

Table 15: Coefficients ………………………………………….………….....52

AEF: Afrique Equatoriale Française

AOF: Afrique Occidentale Française

BLUE: Best Linear Unbiased Estimator

CAMPOST: Cameroon Postal Services

CBEC: Cross-Border E-Commerce

CEN-SAD: Community of Sahel–Saharan States

CEP: Courier, Express and Parcel

COMESA: Common Market for Eastern and Southern Africa

CTS: Costs of Time Saving

EAC: East African Community

ECOWAS: Economic Community of West African States

EX: Express Delivery Adoption Level

GDP: Gross Domestic Product

GDP: Gross Domestic Product

IGAD: Intergovernmental Authority on Development

LCR: Logistic Cost Ratio

LTB: Lead-Time Benefit

MCA: Multiple Correspondent Analysis

OECD: Organization for Economic Co-operation and Development

OI: Order Incidence