摘要
以个体门店型快递代收站点为研究对象,考察站点提货量与加盟满意度之间的关系。基于对245份菜鸟驿站调查样本的实证分析,结果发现随着代收站点提货量的增加,站点加盟满意度呈先增后减的倒U形变化规律,说明站点业务量确实存在“饱和”状态。进一步研究显示,关键加盟动机在站点提货量与加盟满意度的关系中发挥了调节作用,与追求间接回报的站点相比,追求直接回报的站点对加盟负效应的容忍度更大,其加盟满意度的变化拐点会推迟出现。因此,应根据站点资源许可及业务运行状况合理限制业务规模,同时还要引导社区商业机构重点追求直接回报,弱化间接回报预期,以维持更长久的代收参与意愿。
Taking individual store-based express delivery sites as the research object,this paper reveals the relationship between pick-up volume and franchise satisfaction degree.Based on 245 samples of Cainiao stations,it is confirmed that with the increase of pick-up volume,the franchise satisfaction degree of the delivery site shows an inverted U-shaped trend,which indicates that the business volume of the site is indeed a state of“saturation”.Further study indicates that the key franchisee motivation plays a moderating role in the relationship between site delivery volume and franchisee satisfaction.Compared with the delivery sites pursuing indirect return,the sites pursuing direct return have the peak of franchise satisfaction degree on higher delivery volume,and their carrying capacity is relatively larger.The research reveals that it is necessary to reasonably limit the business scale according to the site resource permission and business operation status,and at the same time,it is necessary to guide the community commercial institutions to focus on the direct return and weaken the indirect return expectation,so as to maintain a longer-term willingness to participate in the collection.
作者
汪宸
徐俊杰
WANG Chen;XU JunJie(School of Economics, Fujian Normal University, Fuzhou 350117;School of Economics and Management, Anqing Normal University, Anqing 246133)
出处
《财贸研究》
CSSCI
北大核心
2020年第7期75-84,共10页
Finance and Trade Research
基金
国家自然科学基金项目“基于社会化渠道的电子商务共同配送服务网络组织与演化规律研究”(71502002)
安徽省软科学研究项目“安徽省电子商务共同配送体系的构建策略研究”(1607a0202059)。
关键词
末端配送
提货量
加盟满意度
代收站点
加盟动机
terminal delivery
delivery volume
franchising satisfaction
delivery site
franchising motivation
