赵阳 潘驰 史兆英

摘  要：研究大学生对众包物流参与意愿的影响因素，首先基于TPB构建校园快递众包物流参与意愿模型，然后运用调查问卷的方式进行调查、获取研究数据，最后对收集到的有效问卷进行信度和效度检验，运用Amos24.0进行结构方程模型拟合检验。研究表明：促进条件、社会影响、态度、努力期望四个因素对校园快递众包物流参与意愿具有正向显著影响，收益期望对态度具有正向显著影响。由此得出结论：建立合理的定价机制和激励机制、注重平台建设、构建精准的数据分析系统是提高校园快递众包物流参与意愿的关键。

关键词：众包物流;校园快递;参与意愿;计划行为理论

中图分类号：F618    文献标识码：A

Abstract： To study the influencing factors of college students' willingness to participate in crowdsourcing logistics. First， based on TPB， a model of willingness to participate in campus express group logistics is constructed. Then， the questionnaire is used to investigate and obtain research data. Finally， the reliability and validity of the collected effective questionnaire are tested， and Amos 24.0 is used to test structural equation model fitting. The results show that the four factors of promotion condition， social influence， and attitude and effort expectation have a significant positive impact on the willingness to participate in campus express group logistics， and the income expectation has a significant positive impact on attitude. It is concluded that establishing reasonable pricing mechanism and incentive mechanism， focusing on platform construction and constructing accurate data analysis system are the key to improve the willingness of campus express crowd logistics.

Key words： crowdsourcing logistics; campus express delivery; participate willingness; TPB

如今电子商务发展如火如荼，电商平台业务量不断攀升，网购模式在校园市场的广泛应用，带来了校园快递配送服务供需不平衡的难题，为解决这一问题，众包物流模式应运而生。众包物流是一种以共享经济为基础，实现物流配送力量社会化、碎片化，降低快遞企业物流成本的配送方式。公众对众包物流配送模式的认可程度和参与意愿，一定程度上决定着众包物流模式能否普及，末端物流配送效率能否提高。

1  众包物流相关研究

近年来，众包成为物流领域的研究热点之一，黄正伟等（2015）对众包物流的优劣进行总结，认为其优势是有效解决传统快递时效低、成本高等问题，劣势是资质、安全难以保障等[1]。李强（2017）将众包与传统物流模式进行对比，分析各自利弊，并将二者融合，搭建城市配送平台，实现价值共创[2]。……