Research on the Influencing Factors of Public Participation Behaviors in Crowdsourcing Logistics Based on TAM Model

China Business and Market - - CONTENTS - QIU Hong-quan (Xiamen University,Zhangzhou Fujian363000,China)

Abstract:In the "Internet plus" era,crowdsourcing logistics mode has an outstanding advantage in terms of the integration of terminal and changing the industry model,and provides new ideas and direction for solving " the last mile" problem in city distribution. But the healthy,stable and orderly development of crowdsourcing logistics can not be separated from the widespread and sustained participation of the public. Though there exists a large amount of crowdsourcing logistic platforms,there are so many problems hindering the further development of crowdsourcing logistics. Using the technology acceptance TAM model to construct the theoretical framework model for public participation crowdsourcing logistics behavior influencing factors,and based on the design and development of scale,the author testify this model by using SPSS21.0 and AMOS20.0 statistical software. The empirical results show that:all the individual perception and system factors have positive effects on crowdsourcing logistics public participation,and public will also has positive impact on crowdsourcing logistics public participation. So to better effectively guide the positive,active and sustainable public participant in crowdsourcing,we must,first,pay more attention to participants’explicit profit and improve participants’perceived usefulness;second,we must adjust the difficulty degree of crowdsourcing logistics task and improve participants’perceived usability;third,we must perfect the construction of logistic system and community platform and improve participants’trust degree;and fourth,we must formulate the sound information communication channel and dispute resolution mechanism and eliminate participants’worries.

Key words:crowdsourcing logistics;participation behavior;participation willingness;TAM model

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