Research On Participation Willingness And Behavior Of Agricultural Products Crowdsourcing Logistics

As the application of crowdsourcing mode in the field of logistics,crowdsourcing logistics has the advantages of integrating social idle resources,reducing the quantity and loss of transit storage,reducing the fixed investment of distribution system,accelerating the distribution speed,and carrying out differential distribution.Using crowdsourcing logistics mode to distribute agricultural products is expected to solve the dilemma of "the last kilometer" of agricultural products logistics.Agricultural products crowdsourcing logistics can improve the distribution efficiency of agricultural products,reduce the distribution cost of agricultural products,and meet the diversified needs of consumers.However,due to the characteristics of agricultural products,the distribution of agricultural products crowdsourcing logistics has strong timeliness,high quality requirements,and the need for professional distribution equipment,which makes the participation willingness and behavior of the solvers of agricultural products crowdsourcing logistics different from those of other crowdsourcing logistics.As the main body responsible for distribution in the agricultural products crowd logistics,the willingness and behavior of the solvers of the agricultural products crowdsourcing logistics will directly affect the success or failure of the future development of the agricultural products crowd logistics.In order to effectively promote the solvers of agricultural products crowdsourcing logistics to actively participate in the distribution of agricultural products crowdsourcing logistics,this paper studies the factors that affect the willingness and behavior of the solvers of agricultural products crowdsourcing logistics,and the interaction mechanism between the factors,in order to provide corresponding countermeasures and suggestions for the relevant enterprises of agricultural products crowdsourcing logistics and relevant government departments to promote the solvers to participate in agricultural products crowdsourcing logistics.Based on the identified research questions,with the help of interviews and questionnaires and other research tools,this paper explores the influence factors and paths of the participation willingness and behavior of the agricultural products crowdsourcing logistics solvers.First of all,based on the analysis of relevant literature and theory,considering the agricultural products crowdsourcing logistics platform as an information technology system,and based on the unified theory of acceptance and use of technology(UTAUT),this paper constructs a research model of the participation willingness and behavior influencing factors of agricultural products crowdsourcing logistics solvers.In the model construction,combined with the characteristics of agricultural products crowdsourcing logistics and interview content,two constructs of perceived risk and perceived cost were added to the original UTAUT model.After the design of the questionnaire passed the small-scale survey,590 valid questionnaires were collected in the form of online questionnaires.After testing the reliability and validity of the collected data,the structural equation modeling(SEM)method is used to analyze,and finally the conclusion of this paper is formed.Through empirical research,this paper finds that:(1)As the most important factor,the performance expectancy affects the willingness to participate in the agricultural products crowdsourcing logistics.Among them,the willingness of young men to participate in crowdsourcing logistics of agricultural products is most affected by the performance expectancy.(2)The solvers of agricultural products crowdsourcing logistics can obviously perceive the risks and costs in the whole process of participation.Perceived risk and perceived cost have a significant negative impact on the willingness to participate in the agricultural products crowdsourcing logistics.(3)Social influence has a positive impact on the willingness of agricultural products to participate in crowdsourcing logistics.Among them,the 30-40 age group of agricultural products crowdsourcing logistics solvers are the most affected by the social influence factor because of their better physical quality and longer access to society.(4)The expectation of effort also positively affects the willingness to participate in the agricultural products crowdsourcing logistics.Among them,the older female agricultural products crowdsourcing logistics solvers are greatly influenced by effort expectation factors.(5)The willingness and facilitating conditions of agricultural products to participate in crowdsourcing logistics directly affect the participation behavior.The younger solvers of agricultural products crowdsourcing logistics are affected the greater impact of facilitating conditions.The research results of this paper enrich the theoretical model of UTAUT in theory,and provide countermeasures and suggestions for the management and decision-making of enterprises related agricultural products crowdsourcing logistics and relevant government departments.At the end of the paper,the full text is summarized.It is expounded the innovation and research limitations,and looks forward to the future research direction.