Research On The Value Creation Mechanism Of Logistics-sharing Platform For Agricultural Products

At present,there are still some challenges in the development of China's agricultural products logistics industry.For example,the phenomenon of agricultural products logistics resources fragmentation in China is still obvious,and the efficiency of agricultural product logistics is low.The supervision on agricultural products logistics is insufficient,and the loss rate of agricultural products is still high.The management of China's agricultural product logistics is ineffective,and the level of agricultural product logistics specialization is low.Faced with current challenges,the management of China's current agricultural product logistics cannot effectively solve the dilemma of the agricultural product logistics market.To achieve the cost reduction and efficiency improvement of the agricultural product logistics industry and to protect the safety of the citizens' "vegetable baskets",there is an urgent need for innovative agricultural product logistics modes.Under the background of the development of sharing economy,some enterprises have made some attempts at combining the operational thinking of sharing economy with logistics,which provides new ideas for the innovation of agricultural product logistics modes.This paper combines the development opportunities brought by the sharing economy and information platform,and conducts an in-depth study on the innovative mode of agricultural product sharing logistics,which not only can fill the theoretical gap in the field of agricultural product sharing logistics,but also can provide theoretical guidance to the development of agricultural product sharing logistics area in practice.This paper has high theoretical significance and important practical significance.This paper adopts the method of combining qualitative research with quantitative research.Firstly,through exploratory case analysis,the key dimensions and basic contents of the logistics-sharing business mode for agricultural products are clarified,and the operation diagram of sharing logistics for agricultural products is depicted.Secondly,according to the exploratory case analysis,the theoretical mechanism of logistics value creation of logistics-sharing platform for agricultural products is proposed.On this basis,combined with the organization information processing theory,principal-agent theory and reinforcement theory,the research hypotheses of logistics value creation of logistics-sharing mode for agricultural products are put forward,and the theoretical model is constructed.Subsequently,according to the scientific scale development program,a scale meeting the reliability and validity requirements was designed for the variables involved in this paper.Finally,using the data obtained from the large-scale questionnaire survey,the structural equation model is used to empirically test the hypotheses proposed in this paper.The results of the study show that all the 11 hypotheses proposed in this paper have been supported.This paper mainly draws the following conclusions:(1)Sharing logistics for agricultural products is an innovative mode which is compatible with the development of agricultural products logistics.Based on the grounded theory,this paper encodes the collected interview data,and theoretically abstracts the business model of sharing logistics for agricultural products and clarifies the basic contents of three key dimensions of logistics-sharing business model for agricultural products: value proposition,value creation factor and value acquisition method.And this paper depicts the operational schematic of sharing logistics for agricultural products.On this basis,it reveals the three main elements of the logistics-sharing platform to support the operation of sharing logistics for agricultural products and promote the creation of logistics value: information management,incentives and restraints,and monitoring management,and emphasizes the important role of the logistics-sharing platform.(2)Platform information management helps to improve the performance of agricultural products logistics.The research results show that the information management of the logistics-sharing platform can improve the logistics performance of agricultural products by promoting the matching of agricultural product logistics resources and logistics agility.The platform's information management can help drivers find matching logistics orders by platform's information collection and data processing capabilities,thereby improving the accuracy and effectiveness of logistics resource supply and demand matching.In addition,platform information management can not only help drivers get timely information on customer needs and environmental changes,but also help drivers adjust logistics solutions to achieve the improvement of logistics agility.The matching of supply and demand of logistics resources and the improvement of logistics agility play an important role in improving the matching efficiency of vehicles and reducing costs.(3)Platform incentive and restraint mechanism helps to improve the performance of agricultural products logistics.The research results show that the incentive and restraint mechanism of the logistics-sharing platform helps to promote the further standardization of agricultural product logistics services,and ultimately contributes to the improvement of agricultural product logistics performance.As a management party,the logistics-sharing platform for agricultural products will give corresponding incentives or punishments according to drivers' behaviors.By imposing different types of intensive measures on drivers,they would be encouraged to repeat the normalized behaviors and evade irregular behaviors.The improvement of the standardization degree of drivers' logistics tasks is very important to ensure the logistics service quality and logistics reliability.(4)Platform monitoring management helps to improve the performance of agricultural products logistics.The research results show that the monitoring management of the logistics-sharing platform has a positive effect on the standardization of agricultural product logistics services,and ultimately helps to improve the performance of agricultural products logistics.Specifically,the logistics-sharing platform for agricultural products can reduce the degree of information asymmetry between cargo owners and drivers by monitoring and managing drivers and vehicles,so that the cost and difficulty of drivers conducting irregular behaviors are greatly increased.It is very important to regulate drivers' behaviors and to improve the reliability and efficiency of logistics services,thus improving the performance of agricultural products logistics.This paper has obtained the following four contributions:(1)This paper theoretically abstracts the business model of sharing logistics for agricultural products.Combined with the coding results of grounded theory,this paper not only defines the key dimensions and basic contents of the business model of sharing logistics for agricultural products,but also depicts the operation of logistics-sharing mode schematic for agricultural products.The exploratory case analysis of the logistics-sharing business model of agricultural products is of great significance to the expansion of the theoretical content of the logistics-sharing business model for agricultural products and provides valuable insights for the development of sharing logistics for agricultural products.(2)Through the case analysis,the three capabilities of the platform to promote development of sharing logistics are clarified.This paper uses the grounded theory to clarify the three key elements through hierarchical coding: information management,incentives and restraints,and monitoring management.The determination of the key elements is of great significance to understanding the value creation ability of the logistics-sharing platform for agricultural products,which expands the theoretical research of the logistics-sharing platform for agricultural products,and lays a theoretical foundation for the in-depth study of sharing logistics for agricultural products in the future theoretical researches.(3)Combining case analysis and empirical analysis,the value creation model of sharing logistics for agricultural products was constructed.Through the combination of case study and empirical research,this paper constructs the theoretical model of value creation of sharing logistics for agricultural products,clarifies the mediating variables,and reveals the value creation mechanism of the logistics-sharing platform for agricultural products.The research on the value creation mechanisms of the logistics-sharing platform for agricultural products in this paper fills the gap of value creation research in the field of sharing logistics for agricultural products and enriches the theoretical research of sharing logistics for agricultural products.(4)The development of scales for new concepts was carried out using scientific methods.This paper follows the scale preparation method proposed by Churchill and has compiled the five concepts of “information management”,“logistics resource matching”,“incentives and restraints”,“monitoring management” and “logistics compliance”.And by collecting data,the reliability and validity of the scales were verified,and finally the scales with excellent reliability and validity were obtained.The development of new scales provides a new measurement tool for the theoretical study of sharing logistics,laying a foundation for the subsequent in-depth study of sharing logistics for agricultural products.This paper depicts 9 diagrams,45 charts and bases on 268 references.