基于UTAUT视角的众包物流大众参与行为影响因素研究

摘要

众包物流作为一种新兴的终端物流配送模式,为有效解决当下火爆的本地化电商带来的“物流瓶颈”提供了全新的思路.本文以整合的技术接受和使用理论(UTAUT)为背景,提出了众包物流大众参与行为影响因素研究模型,采用调查问卷的形式搜集数据,并使用结构方程模型(SEM)的方法对收集到的296份有效样本进行分析.研究发现对众包物流大众参与行为的影响因素按总影响力从大到小排列依次为:便利条件、参与意愿、获益期望、社会影响、感知风险.最后,结合研究结果对众包物流的发展提出了针对性的对策和建议.%Crowdsourcing logistics as a new terminal logistics distribution mode,provides a new perspective for solving the local logistics bottleneck in E-commerce effectively.Based on Unified Theory of Acceptance and Use of Technology(UTAUT) the crowdsourcing logistics public participation behavior effect factors model is provided in this paper,and then through analyzing the 296 effective questionnaire samples by structural equation model (SEM),the results Indicate that influence effect factors are in descending order:convenience condition,public participation will benefit expectation,social influence and perceived risk.Finally,the development suggestions of crowdsourcing logistics are concluded.