Study On Use Intention Of Crowdsourcing Logistics Based On UTAUT2

Crowdsourcing logistics model is an innovative business model generated in the Internet era,which is the embodiment of "Internet + logistics".The application of this logistics model can make full use of socially restricted distribution resources and improve the efficiency of logistics distribution.At present,there are more researches based on the perspective of crowdsourcing logistics enterprises and crowdsourcing logistics participants(receiving parties),but few based on the perspective of crowdsourcing logistics users.Therefore,this paper chooses the perspective of crowdsourcing logistics users to carry out research.Specifically,this paper selects the key factors influencing the public adoption intention of crowdsourcing logistics as the research object.First,based on the second generation of integrated technology acceptance and use theory(UTAUT2)and perceived risk,a conceptual model of the public’s willingness to adopt crowdsourcing logistics is constructed.Secondly,this study collected relevant data in the form of online questionnaires,and finally obtained 486 valid samples.Thirdly,SPSS 24.0 statistical analysis software was used to conduct descriptive analysis and exploratory factor analysis of the survey data.Fourthly,AMOS 24.0 was used to conduct confirmatory factor analysis,reliability and validity testing,structural model analysis,and moderating effect analysis.Finally,it is concluded that the antecedent variables in UTAUT2,such as performance expectation,effort expectation,community influence,convenience,hedonic motivation,price value and habit,have positive and significant effects on the public adoption intention.Perceived risk has a significant negative effect on public adoption intention;The effects of the above eight antecedent variables on public adoption intention were listed as follows: price value > habit > effort expectation > perceived risk > hedonic motivation > performance expectation > community influence > convenience.Finally,based on the multi-group analysis method and the critical ratio method of group path coefficient difference,it is concluded that age and income have a significant moderating effect on the corresponding relationship path of the conceptual model.Based on the empirical research results of the article,three countermeasures and suggestions are proposed to enhance user enjoyment motivation for the sustainable and healthy development of crowdsourcing logistics,and industry future outlook research are pointed out.