司机对共享物流平台的持续使用意愿研究司机对共享物流平台的持续使用意愿研究--TAM模型的实证分析

Research on Drivers' Continued Intentions to Use Sharing Logistics Platforms Based on TAM

共享物流模式为物流行业降本增效提供了重要路径,其中,共享物流平台作为共享物流发展的重要战略资源发挥了至关重要的作用。然而,多数共享物流平台核心竞争力不足,面临着司机用户黏性较低的问题。研究司机对共享物流平台持续使用意愿的影响因素,对于提升用户使用黏性,指导平台获取竞争优势有十分重要的作用。本文基于技术接受模型,引入"感知安全"变量,构建了司机对共享物流平台的持续使用意愿模型。研究结果表明:共享物流平台提供的信息管理、平台培训和支付管理分别通过影响司机的感知有用性、感知易用性和感知安全,提升了司机的持续使用意愿。因此,本文提出了提升司机持续使用意愿的相关建议,进而指导共享物流平台的可持续发展。

The sharing logistics business model provides an important path for logistics to reduce costs and increase benefits.However,the core competitiveness of most platforms is inadequate,and they are faced with the problem of low stickiness of users.It is significant for future development of sharing logistics companies to study how to promote drivers' continued intentions to use sharing logistics platforms by improving platforms' functions.However,extant literature only explores some subjective factors (e.g.,norms,social influence) which affect drivers' continued intentions to use platforms or participate in sharing logistics.The study exploring how sharing logistics platforms have influence on drivers' continued usage intentions is yet to be conducted. Consistent with sharing logistics platforms' functions,this paper specifies the factors that have influence on drivers' continued intentions to use the platforms,which are platform informative support,platform training,and online payment.Moreover,this study investigates the mechanisms through which sharing logistics platforms' functions promote drivers' continued intentions to use the platforms by constructing an extended technology acceptance model involving drivers' perceived security towards sharing logistics platforms. This study collected data from 321 samples to test the extended TAM by using a structural equation model.The results show that,first,informative support provided by sharing logistics platforms has a positive influence on drivers' perceived usefulness towards sharing logistics platforms,thereby promoting drivers' continued intentions to use sharing logistics platforms;second,platform training positively affects drivers' perceived ease of use towards sharing logistics platforms,in turn,drivers' perceived ease of use fosters their continued intentions to use sharing logistics platforms;third,online payment services offered by sharing logistics platforms is positively related to drivers' perceived security towards them,which has a positive influence on drivers' continued intentions to use sharing logistics platforms. The theoretical contributions mainly include two aspects.On the one hand,this paper adds to the sharing logistics literature by clarifying the factors which influence drivers' continued intentions to use sharing economy platforms.The study pays attention to the nature of sharing logistics platforms and highlights the key roles that platforms play in attracting and retaining drivers.On the other hand,this study constructs a technology acceptance model which specifies the mechanisms of sharing economy platforms' functions affecting drivers' continued intentions to use them and enriches the TAM literature in the context of sharing logistics. This paper also provides three practical implications.First,sharing logistics companies need to pay attention to information technology which contributes to effective matches between shippers and drivers,drivers' efficiency and sharing logistics service quality.Second,it is necessary for sharing logistics companies to provide training lessons to drivers.The training lessons make drivers informed of sharing logistics platforms' functions,which saves their energies in using a new APP.Third,sharing logistics companies need to improve the online payment services to ensure drivers' financial security,thereby enhancing drivers' continued intentions to use the platforms. This study also provides several avenues for further research.First,this study only explores drivers' continued intentions to use sharing logistics platforms.However,shippers' continued intentions to use the platforms are still yet to be investigated since they are another source of sharing logistics companies' benefit.Besides,a larger scale of shippers contributes to a larger number of drivers.Thus,it is also significant to explore how to enhance shippers' stickiness to platforms.Second,this paper highlights the roles of basic functions and services provided by sharing logistics platforms in retaining drivers but neglects those of their value-added services.The value-added services such as insurance and financial services can attract and retain more users by creating and delivering added value to users.Thus,it contributes to extant sharing logistics literature by exploring how valued-added services have influence on users' continued intentions to use the platforms.