基于TAM模型的众包物流大众参与行为影响因素

摘要

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.%"互联网+"时代,众包物流模式在整合终端资源和变革商业模式方面具有明显优势,为解决城市终端物流配送"最后一公里"问题提供了创新思维和思路.众包物流模式的健康、稳定、有序发展需要社会大众广泛而持续的参与.然而,尽管近年来众包物流平台大量涌现,但作为众包物流接包方的社会大众因黏性较弱、服务供给不稳定、服务质量参差不齐,严重制约着众包物流的进一步发展.基于行为决策视角,运用技术接受模型构建大众参与众包物流行为影响因素的理论框架模型,并利用SPSS21.0软件和AMOS20.0软件对假设模型进行实证检验发现,个体感知因素和系统因素对众包物流的大众参与意愿具有正向影响,大众参与意愿也对大众参与众包物流行为具有正向影响.因此,为更加有效地引导社会大众积极、主动、持续参与众包物流,一定要重视参与者显性收益,提高参与者感知有用性;适当调整众包物流任务难度,提高参与者感知易用性;完善众包物流系统和社区平台建设,提高参与者信任度;构建良好信息沟通渠道和纠纷解决机制,消除参与者后顾之忧.