Reaearch On Optimization Of Logistics Crowdsourcing Strategy Based On Contract Theory

With the continuous development of Internet technology in the era of sharing economy,the timeliness of information has gradually broken the problems of homogenization of traditional logistics market and insufficient space for value-added services.By constantly changing consumers' lifestyles and behaviors,Promote the logistics industry to gradually achieve openness and innovation,and promote consumers to gradually achieve the ability to create co-creation.The“last mile”problem brought about by the rapid growth of logistics and distribution service needs has gradually become another hot issue in the development of the logistics industry.The logistics crowdsourcing service model generated by the concept of crowdsourcing has promoted the formation of a new pattern of innovation and development in the logistics industry with its low cost,high efficiency and integrated development of the social surplus labor force.And as a new economic model that can meet the diversification and individualization of consumer demand,it has gradually become a hot spot for many scholars to pay attention to and research.Although a number of logistics crowdsourcing service platforms have been formed at home and abroad,there are still many consumers at this stage who have a wait-and-see attitude towards the participation of logistics crowdsourcing services.Therefore,in-depth understanding and analysis of the consumer's perception of the logistics crowdsourcing service model and the influencing factors of participation will become an important issue for the current logistics crowdsourcing service enterprises to stabilize the existing participation groups and attract more consumers to participate.Through the combing of the knowledge content of psychological contract in contract theory,this paper analyzes the factors affecting the participation of logisties erowdsourcing from the perspective of consumers' perception factors.Combine the related concept content of transactional psychological contract and relational psychological contract with the logistics crowdsourcing service model,and summarize the factors such as perceptual interest,perceived profitability,percei'ved reliability,perceived stability and perceived risk,and introduce rational behavior.The technology acceptance model in the theory,to construct an optimized research model for the factors affecting consumer perception and participation willingness.From the perspective of practice,this paper studies the further promotion and operation of the logistics crowdsourcing service model in the consumer group.This paper mainly designs new research scales based on the existing research and combines some practical conditions of this paper,and proposes relevant research hypotheses.On the basis of pre-study,the questionnaire was revised and improved,and the consumers were investigated through the combination of online and offline.The sample data was analyzed by SPSS,AMOS and other software.The fit of the sample data and the hypothesis model was tested and corrected by the structural equation model.Finally,the proposed research hypothesis and related mediating effects were significantly improved test.The results show that perceived ease of use,perceived interest,perceived profitability and perceived stability have a positive positive impact on consumer perception.Perceived usefulness and perceived reliability have no significant effect on consumer perceived attitudes.Perceived usefulness,perceived profitability,perceived risk,and consumer perceived attitude have a significant impact on consumer willingness to participate.In addition,perceived usefulness and consumer perception have also played a certain mediating effect.On the basis of these research conclusions,the corresponding management optimization suggestions for logistics crowdsourcing service enterprises are put forward,which realizes the combination of research theory and practical application.