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

作　　者：邬文兵[1] 李爽 项竹青 张明玉[1] WU Wen-bing;LI Shuang;XIANG Zhu-qing;ZHANG Ming-yu(School of Economics and Management,Beijing Jiaotong University,Beijing,100044,China)

机构地区：[1]北京交通大学经济管理学院,北京100044

出　　处：《经济管理》2019年第10期178-193,共16页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金重大项目"新型城镇化下农产品物流体系创新与发展战略研究"(15ZDA022);中共中央宣传部文化名家暨"四个一批"人才自主选题项目"农产品现代物流创新体系研究";2018年度中央高校基本科研业务费专项资金项目"基于物流信息平台的农产品物流体系研究"(2018YJS057)。

摘　　要：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 d

关 键 词：共享物流平台 技术接受模型 持续使用意愿 司机 

分 类 号：F252.24[经济管理—国民经济]