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Crowdsourcing for Sustainable Urban Logistics: Exploring the Factors Influencing Crowd Workers’ Participative Behavior

Author

Listed:
  • Lijuan Huang

    (School of Management, Guangzhou University, Guangzhou 510000, China)

  • Guojie Xie

    (School of Management, Guangzhou University, Guangzhou 510000, China)

  • John Blenkinsopp

    (Newcastle Business School, Northumbria University, Newcastle upon Tyne NE1 8ST, UK)

  • Raoyi Huang

    (Faculty of Engineering, The Hong Kong Polytechnic University, Hong Kong 37075, China)

  • Hou Bin

    (School of Business, Hunan University of Technology, Zhuzhou 412000, China)

Abstract

With crowd logistics becoming a crucial part of the last-mile delivery challenge in many cities, continued participation of crowd workers has become an essential issue affecting the growth of the crowd logistics platform. Understanding how people are motivated to continue their participation in crowd logistics can provide some clarity as to what policies and measures should be undertaken by the industry to support its further growth. Using the Push–Pull–Mooring (PPM) theory, we developed a research model to explain the factors influencing crowd workers’ participative behavior. Survey data from 455 crowd workers were analyzed using SmartPLS3.0 software. The results show monetary rewards and trust have a significant positive impact on the willingness of crowd workers to continue participating in crowd logistics, while work enjoyment from previous work and entry barriers for work have a significant negative impact. Trust plays an intermediary role between monetary incentives and crowd workers’ willingness to continue participating. Based on the findings of this study, we recommend that crowd logistics platforms should offer reasonable monetary incentives and keep these under constant review, build a high degree of trust and cooperation with their crowd workers, and initiate activities geared towards promoting satisfaction at work.

Suggested Citation

  • Lijuan Huang & Guojie Xie & John Blenkinsopp & Raoyi Huang & Hou Bin, 2020. "Crowdsourcing for Sustainable Urban Logistics: Exploring the Factors Influencing Crowd Workers’ Participative Behavior," Sustainability, MDPI, vol. 12(8), pages 1-20, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:8:p:3091-:d:344592
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    References listed on IDEAS

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    Cited by:

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    2. Lijuan Huang & Guojie Xie & Raoyi Huang & Guokai Li & Weiwei Cai & Chrysostomos Apostolidis, 2021. "Electronic Commerce for Sustainable Rural Development: Exploring the Factors Influencing BoPs’ Entrepreneurial Intention," Sustainability, MDPI, vol. 13(19), pages 1-21, September.
    3. Hyeon Jo & Youngsok Bang, 2023. "Factors influencing continuance intention of participants in crowdsourcing," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    4. Damianos P. Sakas & Dimitrios P. Reklitis, 2021. "The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines’ Website Traffic and User Engagement," Sustainability, MDPI, vol. 13(16), pages 1-22, August.
    5. Guojie Xie & Xuejun Lin & Baiding Deng & Qianheng Zhang & Yu Tian, 2023. "Factors Influencing Crowdworkers’ Continued Participation Behavior in Crowdsourcing Logistics: A Textual Analysis of Comments from Online Platforms," Sustainability, MDPI, vol. 15(19), pages 1-15, September.
    6. Marco Bortolini & Francesca Calabrese & Francesco Gabriele Galizia, 2022. "Crowd Logistics: A Survey of Successful Applications and Implementation Potential in Northern Italy," Sustainability, MDPI, vol. 14(24), pages 1-17, December.
    7. Guojie Xie & Lijuan Huang & Chrysostomos Apostolidis & Zuqing Huang & Weiwei Cai & Guokai Li, 2021. "Assessing Consumer Preference for Overpackaging Solutions in E-Commerce," IJERPH, MDPI, vol. 18(15), pages 1-21, July.
    8. Aleksandra Stanković & Milan Andrejić & Vukašin Pajić & Milorad Kilibarda & Dragan Djurdjević, 2023. "A Novel Survey-QFD-WASPAS Methodological Approach for Designing Crowd Storage Platforms: A Case Study of Serbia," Sustainability, MDPI, vol. 15(10), pages 1-32, May.
    9. Bathke, Henrik & Hartmann, Evi, 2021. "Accepting a crowdsourced delivery - A choice-based conjoint analysis," Chapters from the Proceedings of the Hamburg International Conference of Logistics (HICL), in: Jahn, Carlos & Kersten, Wolfgang & Ringle, Christian M. (ed.), Adapting to the Future: Maritime and City Logistics in the Context of Digitalization and Sustainability. Proceedings of the Hamburg International Conf, volume 32, pages 65-95, Hamburg University of Technology (TUHH), Institute of Business Logistics and General Management.

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