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Factors Influencing Crowdworkers’ Continued Participation Behavior in Crowdsourcing Logistics: A Textual Analysis of Comments from Online Platforms

Author

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  • Guojie Xie

    (Department of Management, Software Engineering Institute of Guangzhou, Guangzhou 510990, China
    School of Management, Guangzhou University, Guangzhou 510006, China
    These authors contributed equally to this work.)

  • Xuejun Lin

    (International Business School, Jinan University, Guangzhou 510632, China
    School of Economics, Guangzhou College of Commerce, Guangzhou 511363, China)

  • Baiding Deng

    (Department of Management, Software Engineering Institute of Guangzhou, Guangzhou 510990, China)

  • Qianheng Zhang

    (Department of Management, Software Engineering Institute of Guangzhou, Guangzhou 510990, China)

  • Yu Tian

    (School of Business, Sun Yat-sen University, Guangzhou 510275, China
    These authors contributed equally to this work.)

Abstract

With the lazy economy’s rise in the digital era, the demand for crowdsourcing logistics delivery is increasing. In this process, the continued participation of crowdworkers has been a considerable challenge. In order to further clarify the influencing factors of crowdworkers’ continuous participation and better and targeted incentives for their participative behavior, we use ROST-CM 6.0 software to conduct textual analysis on 3000 comments from crowdworkers on China’s Meituan and Hummingbird crowdsourcing logistics platforms. The results show that the order dispatch system, reward and punishment system, and platforms’ service are the key factors concerned by crowdworkers. The total negative sentiment among crowdworkers regarding crowdsourcing logistics platforms is close to 20%. We also find that crowdsourcing logistics platforms still have room for improvement in the quantity and quality of orders dispatched, the evaluation factors and the appeal system for reward and punishment rules, and the freedom and flexibility of distribution work. Otherwise, this might lead to a trust issue between crowdworkers and the crowdsourcing logistics platform. Based on the research findings, we recommend that the crowdsourcing logistics platforms should enhance service awareness, provide a better work experience for crowdworkers, and optimize platform functions. The government should act as a regulator as well as a service provider. This paper’s innovations include methodologically, from the perspective of the crowdworkers, online comment texts are used to mine the behavioral factors that influence the crowdworker’s continued participation in crowdsourcing logistics; content-wise, it adds fresh insights to existing research on how the order allocation system and platform reward and punishment mechanisms affect the crowdworkers’ continuous participation behavior.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:19:p:14157-:d:1247116
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    References listed on IDEAS

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    1. Chandra Kant Upadhyay & Vijayshri Tewari & Vineet Tiwari, 2021. "Assessing the impact of sharing economy through adoption of ICT based crowdshipping platform for last-mile delivery in urban and semi-urban India," Information Technology for Development, Taylor & Francis Journals, vol. 27(4), pages 670-696, October.
    2. Wenjie Wang & Lei Xie, 2021. "Coordinating Demand and Supply for Crowd Logistics Platforms with Network Effect," Mathematical Problems in Engineering, Hindawi, vol. 2021, pages 1-14, June.
    3. 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.
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