考虑顾客参与和感知风险的众包物流持续使用意向的影响因素研究

A Study on the Influencing Factors of the Continuous Usage Intention of Crowdsourcing Logistics Considering Customer Participation and Perceived Risk

随着体验时代的到来,基于O2O的众包物流服务发展迅速,顾客深度参与服务体验,感知风险与感知价值的并存为众包物流带来机遇与挑战。为探究影响众包物流服务持续使用意向的关键因素,研究基于持续使用行为理论,引入顾客参与和感知风险2个变量,构建结构方程模型进行实证研究。结果表明,顾客参与正向影响服务质量,服务质量和顾客参与正向影响感知价值,服务质量和感知价值正向影响顾客满意,而顾客满意最终正向影响持续使用意向;感知风险会抑制感知价值和持续使用意向,且负向调节顾客满意对持续使用意向的影响,但深度的顾客参与能够降低感知风险水平。

With the emergency of the experience economy,crowdsourcing logistics services based on 020 have developed rapidly.Customers deeply participate in the service experience,and the coexistence of perceived risk and perceived value brings opportunities and challenges to the operation of crowdsourcing logistics service information platforms.To explore the key factors that affect the continuous usage intention of crowdsourcing logistics service platform,based on continuous use behavior theory,introducing customer participation and perceived risks into the model,a conceptual structural equation model was proposed and an empirical study was done.The results indicate that customer participation positively affects service quality,service quality and customer participation positively affect perceived value,service quality and perceived value positively affect customer satisfaction,and customer satisfaction ultimately positively affects the continuous usage intention of crowdsourcing logistics service plaform;perceived risk suppresses perceived value and continuous usage intention,and negatively moderates the effect of customer satisfaction on continuous usage intention.However,deep customer participation can reduce the level of perceived risk.The conclusion is meaningful for crowdsourcing service optimizing operation,and to better solve the"last mile"distribution problem.