Explore The Crowd's Initial Participation Intention In Crowdsourcing Delivery

In recent years,with the rapid development of mobile Internet,lifestyle of people has changed much.The new business model,Online to Offline,has broken the limit between traditional business model and E-business.Comparing with consumption in shop,more and more customers prefer to consumption home,which produces large amount of demand of immediate delivery.However,the current delivery capacity in immediate delivery market cannot satisfy the request of rapid increasing orders.But the rising of crowdsourcing delivery provides new methods to solve this problem.Crowdsourcing delivery refers that the crowd takes place of professional deliverymen,they select orders and routes independently to complete the local close quarters delivery tasks.Therefore,for crowdsourcing delivery,deliverymen are the most important component.Because the crowdsourcing delivery just emerges,there are not too much people participating in it.Nevertheless,how to attract more people to participate in the crowdsourcing delivery is the key point of survival and development.This paper will explore which factors will influence the initial participation intention of the crowd and propose some management advices by the background of crowdsourcing delivery.By the research of literature,this paper proposes a research model about the crowd's initial participation intention in the situation of crowdsourcing delivery basing on Valance theory.And then,this paper adopts the method of empirical study and distributes online questionnaires.There are totally 391 valid questionnaires.And by using SPSS and SmartPLS,this paper analyzes the validity of data and conducts hypothesis testing for research model.The concrete conclusions of research are as follows:Firstly,perceived usefulness and perceived enjoyment has positive influence on perceived value,and produces indirect positive influence on initial participation intention by perceived value.Secondly,perceived cost has negative influence on perceived value,and produces indirect positive influence on initial participation intention by perceived value.Thirdly,by the influence of positive value and negative value,final perceived value of potential participant will determine the decision on whether participating in crowdsourcing delivery.Fourthly,technology complexity has negative influence on initial participation intention,which impairs the intention of crowd to participate in crowdsourcing delivery.Fifthly,social influence not only has direct positive impact on initial participation intention,but also has indirect impact by perceived usefulness and perceived enjoyment.But social influence does not have significant impact on perceived cost and technology complexity.Sixthly,personal innovativeness not only has direct positive impact on initial participation attention,but also has indirect impact by perceived usefulness,perceived enjoyment and technology complexity.But personal innovativeness does not have significant impact on perceived cost.According to the further exploration and analysis of outcome of empirical research,this essay proposes the following advises based on research background of crowdsourcing delivery:Firstly,establish operation mechanism oriented by benefit of participantsOn the one hand,the crowdsourcing delivery platform should set up proper pay to make sure the economic profit of participants.On the other hand,it is also necessary to design some reward systems and offline activities to strengthen the delights and entertainment,which can attract potential participants utmostly.Secondly,design user-friendly App platformFor one thing,the App platform should optimize the process and simplify the,difficulty of using various functions in platform.For another,it is important to normalize the information about delivery task released by App platform,provide intelligent route options and improve the trustworthy of information in platform to strengthen the participant intention of the crowd.Thirdly,set up interaction community of crowdsourcing deliveryConsidering the active impact of social influence,there is one advice about setting up interaction community of crowdsourcing delivery based on App platform.By holding on some offline activities,the relaxed community environment can improve the sense of belonging.Fourthly,strengthen the publication of ideal of socializationFor attracting more potential participants to learn more about crowdsourcing delivery,it is meaningful to strengthen the publication to call on more people to identity the ideal of helping each other and enjoy public interest lifestyle.In the further,the industry of crowdsourcing delivery will develop by the accept of socialization ideal.Comparing to research findings of other scholars,the innovation of this paper is as follows:Firstly,this paper proposes more thorough research model,and testifies the validity of research model by questionnaires,which is meaningful for making up the shortage in field of empirical research of crowdsourcing delivery.Secondly,this paper expands the research situation of Valence Theory,which provides a new perspective for researching initial participation intention of the crowd.