校园众包物流接包方持续参与意愿影响因素及实现路径研究  

Research on the Influencing Factors and Realization Path of the Solvers'Continuous Participation Intention in Campus Crowdsourcing Logistics

作　　者：秦玲玲 QIN Lingling(School of Management,Gansu Agricultural University,Lanzhou 730070,China)

机构地区：[1]甘肃农业大学管理学院,甘肃兰州730070

出　　处：《物流科技》2023年第21期47-50,共4页Logistics Sci-Tech

基　　金：福建省高校哲学社会科学研究项目“泉州市泛家居产业集群品牌生态位的结构维度与培育模式研究”(JAS21450)。

摘　　要：日益增长的校园物流上门服务需求与传统校园物流站点服务之间的矛盾,使不少高校陷入“最后一公里”配送困境,具有持续参与吸引力的校园众包物流模式成为解决问题的最优方案。文章基于SVAM模型,对校园众包物流接包方持续参与意愿的影响因素及实现路径进行研究。通过问卷调查法及结构方程分析,发现自我效用感、物质收益、感知风险是校园众包物流接包方持续参与意愿的影响因素,并且三者之间相互作用。据此向校园众包物流平台提出加强活动宣传与支持、创新定价与奖励机制、优化运营流程与保障方案三项针对性建议,以此增强接包方持续参与意愿。The contradiction between the growing demand for campus express door-to-door service and the traditional campus logistics site service has made many colleges and universities fall into the"last one mile"distribution dilemma.The campus crowdsourcing logistics model with the attraction of continuous participation has become the best solution to the problem.Based on the SVAM model,this research studies the influencing factors and the realization path of the continuous participation intention of the campus crowdsourcing logistics contractors.Through questionnaire survey and structural equation analysis,it is found that self-utility,material benefits and perceived risk are the influencing factors of the solvers'continuous participation intention in campus crowdsourcing logistics contractors,and they interact with each other.Accordingly,three specific suggestions are proposed to the campus crowdsourcing logistics platform to strengthen the publicity and support of activities,innovate the pricing and incentive mechanism,optimize the operation process and guarantee plan,so as to enhance the willingness of the contracting parties to continue to participate.

关 键 词：校园众包物流 接包方 持续参与意愿 影响因素 实现路径 

分 类 号：F252[经济管理—国民经济]