Research On Drivers’ Continued Intentions To Use Sharing Logistics Platforms Based On TAM

In recent years,the sharing logistics develops rapidly,at the same time,the platform has been considered as a key member and important strategic resource to support the value creation of sharing logistics with the promotion of "Internet+" policy.The sharing logistics platform is an important grasp for the supply side reform of the logistics industry and an important carrier for the cost reduction and efficiency increase of the logistics industry.However,due to the similar functions and the same positioning in the development process of the platform,the homogenization competition between them is a serious problem.In the early stage,the platform emphasized the number of registered users and the growth rate of users,resulting in the blind expansion of the platform scale,low user stickiness,serious multi-platform attribute problems,and it ultimately leads to the loss of users to the normal,which is particularly serious in the driver users.Therefore,it is very important for the sustainable development of the platform to study the users‘ continued willingness to use the platform.From the perspective of driver users,this study explores the impact of management functions provided by the platform on the willingness of drivers to use the platform continuously.After reviewing the research status of the sharing logistics platform,through literature review and expert interviews,this paper takes the Technology Acceptance Model as the basic framework,introduces the perceived security variables in combination with the theory of perceived risk,and takes the information management,payment management and platform training provided by the platform as the antecedent variables that affect the driver’s willingness to continue to use the platform,so as to build the drivers’ willingness models to continue to use the sharing logistics platform and influence mechanisms.In order to verify the theoretical model and hypothesis proposed in this paper,321 valid questionnaires were collected from the driver users of the sharing logistics platform.The results of empirical research using SPSS and Mplus show that: information management through perceived usefulness,platform training through perceived ease of use,payment management through perceived security have positive impact on drivers’ willingness to use the sharing logistics platform.Finally,based on the conclusions of the above research and the current economic situation,this paper puts forward some relevant measures and suggestions to the logistics platform to enhance the willingness of drivers to use them,to help the platform achieve sustainable development in the fierce market competition.The main innovations are:(1)enriching the domestic research on the acceptance field of sharing logistics platform;(2)studying the acceptance behavior of shared logistics platform from the perspective of drivers;(3)the application of Technology Acceptance Model in the field of shared logistics platform enriches the application range of TAM theory.