风险对生鲜农产品众包配送参与意愿影响研究  

Research on the Influence of Risk on the Participation Willingness of Fresh Agricultural Products

作　　者：李雅男 税文兵[1] LI Yanan;SHUI Wenbing(School of Transportation Engineering,Kunming University of Science&Technology,Kunming 650500,China)

机构地区：[1]昆明理工大学交通工程学院,云南昆明650500

出　　处：《物流科技》2020年第9期84-87,共4页Logistics Sci-Tech

摘　　要：我国生鲜电商市场潜力巨大,但由于“最后一公里”配送环节成本高、损耗大,配送服务质量与顾客需求不匹配,严重阻碍了我国生鲜电商的进一步发展。因此,文章考虑将众包配送模式引入到生鲜农产品配送中,并研究风险对生鲜农产品众包配送参与意愿的影响。基于对潜在参与者的问卷调查,利用SPSS软件对构建的模型以及提出的假设进行了分析检验和路径分析。研究结果表明:交通事故风险、个人信息风险、产品腐坏风险会对个体的生鲜农产品众包配送参与意愿产生负向影响。Chinese fresh food e-commerce market has great potential,but due to the high cost and large loss of the“last mile”distribution link,the quality of distribution services does not match the customer's needs,which seriously hinders the further development of our fresh food e-commerce.Therefore,this paper considers the introduction of crowdsourcing distribution model into the distribution of fresh agricultural products,and studies the impact of risks on the willingness to participate in the distribution of fresh agricultural products.Based on the questionnaire survey of potential participants,this article uses SPSS software to analyze and test the model and the hypothesis proposed.Research indicates:the risk of traffic accidents,personal information risk,and product corruption risk will have a negative impact on the individual's willingness to participate in crowdsourcing distribution of fresh agricultural products.

关 键 词：众包配送 参与意愿 风险 

分 类 号：F252.14[经济管理—国民经济]