Motivation and factors effecting the participation behavior in the urban crowdsourcing logistics: evidence from China

Purpose- The booming development of the new business model of local e-commerce has challenged the distribution capability of traditional urban logistics company in China. Crowdsourcing logistics, as a new terminal logistics distribution mode, provide a new perspective to solve the local logistics bottleneck in E-commerce effectively. In order to apply and develop crowdsourcing logistics better and design an effective crowdsourcing logistics platform, a better understanding of the participation behavior to the crowdsourcing logistics is needed. The purpose of this paper is to use the Unified Theory of Acceptance and Use of Technology (UTAU) as a framework to develop a model to identify the effective factors of the participation behavior to the crowdsourcing logistics.

Design/methodology/approach- To test the model, a survey of 296 respondents in China is undertaken. And to analyze the participation behavior to the crowdsourcing logistics from the survey data, the structural equation modeling(SEM) is used. Findings- The results indicated that performance expectancy and social influence positively affect the intention of participation; perceived risk negatively influence the intention of participation; the higher the intention of participation, the more participative behavior of crowdsourcing logistics; and facilitating conditions also an important factor that leads to more participative behavior.

Research Limitations/implications-This research is limited by the young adults sample and the website questionnaire platform that might confine the generalizability of the study. Also, additional variables need to be examined in order to better explain crowdsourcing logistic behavior. The result of the research provides insights for company related take-out O2O and logistic to build successful crowdsourcing model, engage young employees who are familiar with network in urban crowdsourcing logistic, and increase involvement in sharing economy.

Practical implications- The results of this research can help the management of the urban crowdsourcing logistics companies to understand the participative intention and behavior to their products and services of people, so that they can improve their business model and design an effective and attractive crowdsourcing logistics platform.

Originality/value- This study developed the Unified Theory of Acceptance and Use of Technology to better explain the participation behavior in the crowdsourcing logistics. And the paper develops an understanding of how crowdsourcing logistics platform should be improved and design to appeal more people to take part in the new logistics model.