基于社会交换理论的同城众包配送参与意愿影响因素研究  

Research on the influencing factors of individual participation willingness in local crowdsourcing distribution mode——Base on the social exchange theory

作　　者：税文兵[1] 李雅男 SHUI Wenbing;LI Yanan(Faculty of Transportation Engineering, Kunming University of Science and 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：《重庆理工大学学报（社会科学）》2020年第8期116-124,共9页Journal of Chongqing University of Technology（Social Science）

基　　金：国家自然科学基金项目“订单农业供应链中农户供应失效风险应对策略及应用——以云南普洱茶和蔬菜订单农业供应链为例”(71462024)。

摘　　要：众包配送模式是解决即时配送市场配送能力不能满足订单规模快速增长需求的重要途径。针对众包配送平台如何吸引个体参与众包配送活动的问题,基于社会交换理论,认为预期成本、预期收益、信任和参与风险4个因素会影响个体的众包配送参与意愿,并基于对潜在参与者的问卷调查,利用AMOS软件对构建的模型以及提出的假设进行检验和路径分析。结果显示:个体参与众包配送的预期收益对其参与意愿有显著的正向影响;个体参与众包配送的预期成本和参与风险对其参与意愿有负向影响。因此,众包配送平台可以通过建立合理的激励机制,设计用户友好型众包配送平台等措施吸引个体参与众包配送活动。Crowdsourcing distribution is an important way to solve the problem that the distribution capacity of the real-time distribution market cannot meet the rapid growth of order size.According to the social exchange theory,how crowdsourcing distribution platform attracts individuals to participate in crowdsourcing distribution activities is affected by four factors,that is,expected cost,expected return,trust and participation risk,because these factors affect individuals’willingness to participate in crowdsourcing distribution.Also,based on the questionnaire survey of potential participants,this paper uses AMOS software to analyze and test the model and hypothesis proposed in this paper.The results show that the expected income has a significant positive impact on their willingness to participate;the expected cost and participation risk have a negative impact on their willingness to participate.Therefore,the crowdsourcing distribution platform can attract individuals to participate in crowdsourcing distribution activities by establishing a reasonable incentive mechanism and designing a user-friendly crowdsourcing distribution platform.

关 键 词：众包配送 参与意愿 影响因素 社会交换理论 

分 类 号：F570.81[经济管理—产业经济] F253.9