| With the continuous development of new generation technologies such as cloud computing,Internet of things(IOT)and Big Data,and the continuous warming of the concept of "Internet +",traditional manufacturing industries and service industries are gradually merging with the Internet.The upsurge of Internet e-commerce has revolutionized people's lives.Managers have to face the problem that how logistics services can meet the growing needs of customers.Howe first proposed the concept of "crowdsourcing" for the first time in 2006,that is,the tasks of an enterprise,which were originally carried out by its internal staff,were outsourced to non-specific people in a free and voluntary manner.Crowdsourcing is an open innovation in the field of technology or advertising.In recent years,the concept of crowdsourcing was also be used to solve the problem about the end of logistics distribution in the "last mile".It provides a new idea-crowdsourcing logistics and distribution model.Related enterprises and information platforms can mobilize the social idle capacity,integrate and utilize fragmented distribution resources effectively.Meanwhile it can reduce the cost of logistics and distribution,improve efficiency and user experience,to create a logistics distribution of the "light" mode.It will not only optimize the organizational structure of enterprise personnel,but also transform the courier industry from labor-intensive to technology and capital-intensive gradually.By reviewing of the literature,we found that the researches about the crowdsourcing logistics include the present situation and the development trend of the crowdsourcing logistics model,the evaluation of the quality about the crowdsourcing logistics service,the optimization of the logistics and distribution network.But there is no study about the willingness and behavior of participants.Because the participants are not internal staff of enterprises,it is difficult for enterprises to require them to focus on corporate interests,so managers cannot ignore the participants' individual emotions,motives and other factors.Based on the above,this paper attempts to find the aspirations of crowdsourcing logistics and distribution participants,how to standardize the management of participating groups,and how to motivate the participants' enthusiasm to achieve the relevant enterprises and information platforms for a long time and sustainable development.In this paper,we construct a conceptual model on participation willingness and behavior of Crowdsourcing Logistics,design and distribute questionnaires,collect data and analyze them.First of all,we introduce the integrated technology acceptance model as the reference,and determine the five influencing factors,namely,expected income,endeavor expectation,social influence,perceived trust and external support.According to the characteristics of crowdsourcing logistics and distribution activities,we propose that objective factors will affect participants' behavior.Secondly,we design interview outline,Secondly,we design the interview outline and interview the participants of the crowdsourcing logistics and distribution,we use the initial results to vivificate the reliability of the hypothesis.Then the questionnaire survey was conducted.The data descriptive test and reliability validity test were performed by SPSS 24.0 software.The assumptions of the model were analyzed by AMOS 24.0 software.The results show that expected income,external support,perceived trust,and social influence have significant positive impacts on public willingness to participate.Among the factors influencing the behavior of the participants,the degree of external support is greater than the degree of participation willingness,and the objective factors have negative effects on the participatory behavior.Finally,we also discuss the results of the study and gives the constructive opinions of the managers of the enterprises or platforms that carry out all the logistics and distribution. |
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