众包物流配送的参与意愿和行为的实证研究

发布时间：2018-05-18 21:25

本文选题：众包物流配送 + 参与意愿　；参考：《吉林大学》2017年硕士论文

【摘要】：随着云计算、物联网、大数据等新一代技术的不断发展,以及“互联网+”理念的不断升温,传统制造产业和服务产业正逐渐与互联网相融合。互联网电子商业的热潮迅猛的改变着人们的生活,物流服务如何能满足日益增长的客户需求成为管理者不得不面对的问题。Howe于2006年首次提出“众包”的概念,即企业将原本由其内部员工执行的工作任务,以自由自愿的方式外包给非特定的人群。众包是一种开放式的创新,多出现于技术领域或者广告领域。近年来,众包的理念也为解决物流末端配送中“最后一公里”难题提供了新的思路——众包物流配送模式。众包物流配送模式的问世使众包物流配送信息平台和相关企业可以通过召集社会闲置运力的方式,有效地整合、利用碎片化的配送资源,从而降低物流配送的成本、提升效率和用户体验,打造出一种物流配送的“轻”模式。这不仅能够优化企业人员组织架构,还能促使快递行业逐渐从劳动密集型向技术与资本密集型转变。本文对以往的有关众包及众包物流配送的文献梳理发现,学者们的研究包括众包物流模式现状与发展趋势、众包物流服务质量评价、众包物流配送网络优化等方向,并未出现对众包物流配送参与主体的参与意愿和行为相关方面的深入研究。然而,由于众包物流配送的参与者并非企业的内部员工,很难以内部规范约束并要求他们以企业利益为重,所以管理者不可忽视众包物流配送参与者的个体情感、动机等因素。基于以上情况,本文试图寻找众包物流配送参与者的诉求,解答如何对参与群体进行规范化管理,以何种激励方式能最大程度调动参与者的积极性等问题,以到达相关企业或信息平台长久、可持续发展的目的。本文构建了大众参与众包物流配送意愿和行为的概念模型,设计、发放调查问卷,收集数据并进行分析。首先,本文引入整合的技术接受模型为参考,确定了决定众包物流配送参与意向的五个影响因素,即收益期望、努力期望、社群影响、感知信任和外部激励,又根据众包物流配送活动的特点,提出了客观因素会影响参与者的参与行为。其次,设计访谈提纲,采访众包物流配送的参与者,以访谈结果初步验证假设的可靠性。然后进行问卷调查,利用SPSS 24.0软件对数据描述性检验以及信度效度检验,利用AMOS 24.0软件对模型的假设进行分析检验并进行路径分析。结果显示,收益期望、外部刺激、感知信任、社群影响对大众参与的意愿具有显著的正向影响。参与者的行为的影响因素中,外部刺激的影响程度大于参与意愿的影响程度,客观因素会对参与行为造成负向的影响。最后,本文还对研究所得到的结果进行了讨论分析,给予开展众包物流配送的企业或平台的管理者建设性意见。
[Abstract]:With the continuous development of cloud computing, Internet of things, big data and other new generation technology, as well as the rising of the concept of "Internet", the traditional manufacturing industry and service industry are gradually merging with the Internet. The Internet electronic commerce boom is changing people's lives rapidly. How logistics service can meet the increasing customer needs becomes a problem that managers have to face. Howe first put forward the concept of "crowdsourcing" in 2006. In other words, enterprises outsource the tasks performed by their internal employees freely and voluntarily to non-specific groups. Crowdsourcing is an open innovation, mostly in the field of technology or advertising. In recent years, the concept of crowdsourcing also provides a new way to solve the "last kilometer" problem in logistics terminal distribution-crowdsourcing logistics distribution mode. With the advent of crowdsourcing logistics distribution mode, crowdsourcing logistics distribution information platform and related enterprises can effectively integrate and utilize fragmented distribution resources through the way of gathering idle capacity of society, thus reducing the cost of logistics distribution. Improve efficiency and user experience, create a logistics distribution "light" mode. This can not only optimize the organizational structure of enterprise personnel, but also promote the express delivery industry from labor-intensive to technology-intensive and capital-intensive. This paper combs the previous documents about crowdsourcing and crowdsourcing logistics distribution, and finds that scholars' research includes the current situation and development trend of crowdsourcing logistics mode, the evaluation of crowdsourcing logistics service quality, the optimization of crowdsourcing logistics distribution network, etc. There is no in-depth study on the participation willingness and behavior of the participants in crowdsourcing logistics distribution. However, because the participants of crowdsourcing logistics distribution are not the internal employees of the enterprise, it is difficult to regulate and require them to focus on the interests of the enterprise, so managers can not ignore the individual emotion, motivation and other factors of the participants in crowdsourcing logistics distribution. Based on the above situation, this paper tries to find out the demands of participants in crowdsourcing logistics distribution, how to standardize the management of participating groups, and how to motivate the participants to the greatest extent. In order to reach the related enterprise or information platform long-term, sustainable development purpose. This paper constructs a conceptual model of the willingness and behavior of mass participation in crowdsourcing logistics distribution, designs and distributes questionnaires, collects data and analyzes them. Firstly, this paper introduces the integrated technology acceptance model as a reference, and determines the five influencing factors that determine the intention of participating in crowdsourcing logistics distribution, namely, income expectation, effort expectation, community influence, perceived trust and external incentive. According to the characteristics of crowdsourcing logistics distribution activities, the objective factors will affect the participants' participation behavior. Secondly, the interview outline is designed to interview the participants of crowdsourcing logistics distribution, and the reliability of the hypothesis is preliminarily verified by the interview results. Then a questionnaire survey is carried out, and the data description test and reliability validity test are made by SPSS 24.0 software, and the model hypothesis is analyzed and tested by AMOS 24.0 software and the path analysis is carried out. The results show that income expectation, external stimulation, perceived trust and community influence have significant positive effects on the willingness of mass participation. Among the influencing factors of participants' behavior, the influence of external stimulus is greater than that of willingness to participate, and objective factors will have a negative effect on the behavior of participation. Finally, this paper also discusses and analyzes the results obtained by the research, and gives constructive suggestions to the managers of enterprises or platforms that carry out crowdsourcing logistics and distribution.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F259.2

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