Instant crowdsourcing logistics (ICL) platform is an emerging business model in the field of logistics services. Crowdsourcees’ active participation in platform value co-creation is the key to success for this business model. This study aims to explore the influence of platform governance mechanisms on crowdsourcees’ participation in value co-creation on the platform.
Based on governance theory, this study constructed a model of the influence of platform governance mechanisms on crowdsourcees’ value co-creation intentions and discussed the role of community diversity in this model. The survey data of 319 collected from crowdsourcees on China’s well-known ICL platform were analyzed using a partial least squares structural equation model.
The results showed that platform governance mechanisms have a significant influence on crowdsourcees’ value co-creation intentions. Among them, the impact of the welfare resource support mechanism is the largest, followed by the reputation reward and punishment mechanism, while the price coordination mechanism has the least impact. Community diversity has a significant positive moderating effect on the welfare resource support mechanism and crowdsourcees’ value co-creation intentions, but not between other governance mechanisms and crowdsourcees’ value co-creation intentions.
The results provide references for ICL platform to develop a targeted governance mechanism to enhance the positive role of community diversity and reduce the negative impact.
