|
|
|
| The Influence of Community Pressure on Actual Carriers’ Participation in Freight Forwarder Platform |
| XIAO Liang1,2,WANG Luya3 |
1. Research Center of Modern Business and Trade, Zhejiang Gongshang University
2. School of Management and E-Business, Zhejiang Gongshang University
3. School of Science, Zhejiang Sci-tech University
|
|
|
|
|
Abstract This paper takes the freight forwarder platform as the research object, and systematically defines the three types of community pressure variables, namely competitive pressure, trend pressure and forced pressure, and two types of mediation variables, namely strategic value and functional value. And the paper constructs a research model of “Community Pressure→User Perception→Participation Intention”, and uses the Smart PLS software for empirical analysis to reveal the influence and internal mechanism of the community pressure on the actual carriers’ participation in the freight forwarder platform. The research results show that the community pressure has significant influences on the actual carriers’ participation in freight forwarder platform. Among them, the impact of trend pressure on the actual carriers’ participation is the largest, followed by the forced pressure. Simultaneously, the impact of the trend pressure and the competitive pressure on the actual carriers’ participation is indirect, and the impact of the forced pressure on the actual carriers’ participation does not need the mediation variable transmission.
|
|
Received: 10 August 2017
Published: 15 January 2018
|
|
|
|
Corresponding Authors:
XIAO Liang
E-mail: 10242833@qq.com
|
|
|
|
|
|
|
2018, Vol. 38 
浙公网安备 33011802000512号