Study On The Use Intention Of Carrier Considering Shipper Segmentation And Shipping E-commerce Platform

After the outbreak of the COVID-19,the global shipping market has been greatly impacted,maritime trade has decreased significantly,and the market share and profit of shipping have declined.In such a highly competitive and unstable market,improving shippers ’ willingness to use shipping companies can help shipping companies effectively cope with the impact of the epidemic.On the one hand,clarifying the category characteristics of different shipper market segments can help shipping companies provide differentiated and accurate services and effectively enhance shippers ’ willingness to use shipping companies.On the other hand,the digital transformation of the shipping industry is progressing rapidly.Shipping companies actively build and promote shipping e-commerce platforms,and gradually transfer their manual operation processes to shipping e-commerce platforms.The effectiveness of the platform depends largely on its quality and user satisfaction.Clarifying the mechanism of the shipping e-commerce platform is conducive to the shipper ’s willingness to use the shipping company.Therefore,this thesis studies from the following two aspects.Firstly,based on the latent class model,the shipper market is subdivided based on the two development stages of the re-opening period and the lockdown period.The results show that the shipper group can be subdivided into three categories : ’ pursuing economy ’,’ pursuing equilibrium ’ and ’ timeliness and convenience ’.The probability of potential categories is 57.4 %,26.65 % and 15.95 % respectively in the re-opening period,and 38.65 %,27.30 % and 34.05 %respectively in the lockdown period.Compared with the re-opening period,in the lockdown period,the proportion of shippers who are more sensitive to transportation costs and pay more attention to transportation economy decreased by 18.75 %,the proportion of shippers who pay attention to the timeliness and convenience of transportation increased by 18.1 %,and the proportion of shippers who pay attention to the balance between transportation time and transportation cost increased slightly.Secondly,combined with the information system success model(D & M),resource-based theory(RBV)and expectation confirmation theory(ECT),the model of shipping e-commerce platform affecting shippers ’ willingness to continue to use the shipping company is constructed,and two basic models based on D & M and RBV are proposed to verify the effectiveness of the above models.The study proposes 8 latent variables and 14 hypothetical paths,and conducts empirical tests.The results show that the shipping e-commerce platform built by the shipping company will affect the shipper ’s willingness to continue to use from two levels.One is to enhance the shipper ’s perceived value,satisfaction and expectation confirmation of the shipping e-commerce platform to enhance the customer ’s willingness to continue to use,and the other is to enhance the shipper ’s willingness to continue to use by improving the shipping company ’s logistics service capabilities.Finally,combined with the above two aspects of research,it provides suggestions for shipping companies to meet diversified customer transportation needs,provide refined services,promote the healthy development of shipping e-commerce platforms,and enhance users ’willingness to continue using.