Study On The Influence Factors Of The Continuous Cooperation Willingness Of Social Channel After Joining The Cainiao Station

With the rapid development of e-commerce,express business volume also showed explosive growth,prompting the end of the distribution bottleneck increasingly prominent and causing widespread concern in the community.Express terminal distribution is known as the last mile in the courier industry.It is assigned to send the parcel to be delivered to the specified address to complete the process of signing.At the end of the main distribution mode of express industry and home delivery customers from mentioning two types,although the home delivery is the mainstream,but it also has many defects,including high cost,low efficiency,and often facing out customers unable to sign problems,so in recent years,customers from mentioning the parcel delivery mode rapidly emerge the development of express.Customers from mentioning the package is implemented in two ways,one is the development of self pickup station through social channels,the other isthe direct deployment of smart cabinets from mentioning.Comparatively speaking,the construction cost of the former is low,and the influence on the domestic express market is bigger.Cainiao station by the Alibaba group led the construction of the convenience store,relying on community property such as convenience from some social channels to join operation,is also the largest since the lift operation platform.Earlier,in the site selection,evaluation focused on the academic aspects of operation and management of the site is not to carry out in-depth discussions on cooperation,stability issues related to social channels after joining the relevant theoretical research is almost blank.This paper is based on the above contents,aiming to analyze the social channel to join the Cainiao station,relationship management status and sustainable site’s willingness to cooperate through statistical analysis method,to identify factors that significantly affect the stability of the site cooperation channel development and maintenance,to provide decision-making basis for the relevant enterprises to improve the scheme.In this paper,the sample is from the central and southeast of China’s 16 cities in the rookie station,a total of 337 valid questionnaires.In the data analysis,the paper adopts Binomial Logistic model to test the effect of related factors,the explanatory variable for the site operator’s continued willingness to cooperate,the explanatory variables including the official management evaluation,the 9 variables of model evaluation,evaluation and implementation of target identity concerns cooperation 4 factors.The empirical results show that the two official management evaluation variables,only the level of satisfaction on site commission settlement scheme to a certain extent affect the site continued willingness to cooperate,compared with the dissatisfaction site,satisfied with the site more willing to continue cooperation.The difference is that the site’s support for the platform and service satisfaction levels did not show a significant impact.The two model identifies the variables in the evaluation,the site has a positive impact on the prospects for the future,the site is optimistic about the business prospects,more willing to maintain cooperative relations.The site has no statistical significance of the impact on the prospects of rookie station rule.The three goal evaluation variables,only the evaluation commission income results in the two samples of clear attitude has significant effect,compared with is not satisfied with the site,cooperation has better stability on the site with the Commission income.Unexpectedly,the site to promote the main industry,improve the satisfaction of the residents have no significant impact on the level of the site will continue to cooperate.Two cooperation concerns variables,whether or not to worry about the impact of the space is indeed a negative impact on the stability of the site,that is,when the site is worried about the store space crowded,the greater the likelihood of termination of cooperation.However,whether the dispute does not appear to significantly affect the site’s continued cooperation.Based on the empirical results,this paper obtains some enlightenments:(1)the influence factors of willingness to cooperate the rookie post operator continues are in many aspects,both positive factors and the reverse inhibition factors;(2)rookie post operation platform can be improved through enhancing the stability of site management,such as providing more reliable technical support line and the implementation of personalized cooperation solution,trying to help the site to enhance returns,indirect sense of strengthening the publicity on the site etc..The significance of this paper is for the first time through the empirical test,the social channels of cooperation behavior decision-making mechanism after the rookie stage,in theory enrich the research category of e-commerce logistics,from the perspective of practice for related enterprises to optimize the parcel from mentioning channel construction and maintenance scheme provides a theoretical basis.