公众参与生鲜产品众包配送接单意愿影响因素研究——基于UTAUT模型

Research on Influencing Factors of the Willingness of Public to Participate in Fresh Products Crowdsourcing Distribution and Accepting Orders——Based on UTAUT Model

随着网络电商快速发展,线上购物已成消费者首选购物方式。而生鲜产品因其易腐性,对物流配送效率要求极高。作为新兴配送方式的众包配送相较传统配送方式能显著提高配送效率,同时显著降低物流成本。文中基于UTAUT模型对影响公众参与众包配送接单意愿影响因素进行研究。通过调查问卷收集数据,运用SPSS与AMOS软件对数据进行分析,得出社会影响、绩效期望、努力期望与促进条件为四个影响非特定公众参与配送意愿的显著影响因素,并据此提出企业合理定价、简化配送规则并组织培训、建立配送员信用评价体系与政府适当宣传四项针对性措施。

With the rapid development of online e-commerce,online shopping has become the preferred way of shopping for consumers.Because of its perishability,fresh products require high logistics efficiency.As an emerging distribution method,crowdsourcing distribution can significantly improve distribution efficiency and reduce logistics costs comparing with traditional distribution.Based on the UTAUT model,this paper studies the influencing factors of the willingness of public to accept orders in crowdsourcing distribution.Data were collected through questionnaires,and SPSS and AMOS were used to analyze the data.It was concluded that social influence,performance expectation,effort expectation and promotion condition were four significant factors influencing the participation willingness of the recipient.Accordingly,four targeted measures were put forward,including reasonable pricing for enterprises,simplification of distribution rules and organization of training,establishment of credit evaluation system for receivers and proper publicity by the government.