Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation
As a new delivery model in China, crowdsourcing delivery for fresh agricultural products presents a promising approach to reducing both costs and losses linked to last-mile delivery. To attract more individuals to participate in crowdsourced delivery, we developed a model to examine the effects of e...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-06-01
|
| Series: | Frontiers in Sustainable Food Systems |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1486669/full |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850207850852253696 |
|---|---|
| author | Yanan Li Yifei Gong Wenbing Shui |
| author_facet | Yanan Li Yifei Gong Wenbing Shui |
| author_sort | Yanan Li |
| collection | DOAJ |
| description | As a new delivery model in China, crowdsourcing delivery for fresh agricultural products presents a promising approach to reducing both costs and losses linked to last-mile delivery. To attract more individuals to participate in crowdsourced delivery, we developed a model to examine the effects of expected reward (ER), expected cost (EC), trust (TR), risk (RI), social influence (SI), travel characteristics (TC), promotion conditions (PCs), and constraints (COs) on individuals’ participation willingness (PW) in crowdsourced delivery of fresh agricultural products. Based on the questionnaire data from 332 potential participants in China, we used structural equation modeling (SEM) to explore the influence paths. As hypothesized, expected reward, trust, and social influence positively affect individuals’ PW in crowdsourcing delivery, while expected cost (EC) has a negative effect. Additionally, we found that social influence exerts a significant indirect effect on participation by mediating trust. Based on these findings, we propose several practical recommendations to enhance participation in crowdsourcing delivery of fresh agricultural products. These include increasing the variety of rewards, establishing an interactive community within the crowdsourcing delivery app, and establishing a trust mechanism. |
| format | Article |
| id | doaj-art-8e16c8a732a24a19871fa5986702f47a |
| institution | OA Journals |
| issn | 2571-581X |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj-art-8e16c8a732a24a19871fa5986702f47a2025-08-20T02:10:23ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2025-06-01910.3389/fsufs.2025.14866691486669Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participationYanan Li0Yifei Gong1Wenbing Shui2College of Metropolitan Transportation, Beijing University of Technology, Beijing, ChinaSchool of Earth Sciences and Engineering, Hohai University, Nanjing, ChinaFaculty of Transportation Engineering, Kunming University of Science and Technology, Kunming, ChinaAs a new delivery model in China, crowdsourcing delivery for fresh agricultural products presents a promising approach to reducing both costs and losses linked to last-mile delivery. To attract more individuals to participate in crowdsourced delivery, we developed a model to examine the effects of expected reward (ER), expected cost (EC), trust (TR), risk (RI), social influence (SI), travel characteristics (TC), promotion conditions (PCs), and constraints (COs) on individuals’ participation willingness (PW) in crowdsourced delivery of fresh agricultural products. Based on the questionnaire data from 332 potential participants in China, we used structural equation modeling (SEM) to explore the influence paths. As hypothesized, expected reward, trust, and social influence positively affect individuals’ PW in crowdsourcing delivery, while expected cost (EC) has a negative effect. Additionally, we found that social influence exerts a significant indirect effect on participation by mediating trust. Based on these findings, we propose several practical recommendations to enhance participation in crowdsourcing delivery of fresh agricultural products. These include increasing the variety of rewards, establishing an interactive community within the crowdsourcing delivery app, and establishing a trust mechanism.https://www.frontiersin.org/articles/10.3389/fsufs.2025.1486669/fullfresh agricultural productscrowdsourcing deliveryparticipation willingnessstructural equation modelindividual participation |
| spellingShingle | Yanan Li Yifei Gong Wenbing Shui Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation Frontiers in Sustainable Food Systems fresh agricultural products crowdsourcing delivery participation willingness structural equation model individual participation |
| title | Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation |
| title_full | Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation |
| title_fullStr | Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation |
| title_full_unstemmed | Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation |
| title_short | Crowdsourcing delivery for fresh agricultural products in China—exploring the factors influencing individual participation |
| title_sort | crowdsourcing delivery for fresh agricultural products in china exploring the factors influencing individual participation |
| topic | fresh agricultural products crowdsourcing delivery participation willingness structural equation model individual participation |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2025.1486669/full |
| work_keys_str_mv | AT yananli crowdsourcingdeliveryforfreshagriculturalproductsinchinaexploringthefactorsinfluencingindividualparticipation AT yifeigong crowdsourcingdeliveryforfreshagriculturalproductsinchinaexploringthefactorsinfluencingindividualparticipation AT wenbingshui crowdsourcingdeliveryforfreshagriculturalproductsinchinaexploringthefactorsinfluencingindividualparticipation |