Abstract: In order to identify the influencing factors of the willingness of intercity private vehicle travelers to participate in freight crowdsourcing, nine hypothetical situations with four attributes and twelve levels were designed by the orthogonal method, and the SP questionnaire was designed. By use of SPSS 20 software, the conjoint analysis method was used to analyze the respondents preference for crowdsourcing conditions, and the influence degree of each attribute on the respondents preference. Correlation analysis and ordered multi-class Logistic model were used to carry out the regression analysis on the influence of respondents environmental protection awareness, social characteristics and other factors on their willingness to participate in crowdsourcing. The results show that compared with the two factors of traceability and transportation insurance, the respondents are more concerned about the convenience of handover of goods and the rewards obtained in crowdsourcing activities; the respondents willingness to participate in crowdsourcing is positively related to their environmental protection awareness and education level, and negatively related to their annual household income.

Key words: traffic and transportation engineering; crowdsourcing willingness; conjoint analysis; preference

摘要： 为了识别城际间私家车出行者参与货运众包意愿的影响因素，采用正交法设计了包含4属性、12水平的9个假设情境，设计了SP调查问卷；运用SPSS 20软件，用联合分析方法分析了受访者对众包条件的偏好，以及各个属性对受访者偏好的影响程度；采用相关性分析与有序多分类Logistic模型，回归分析了受访者的环境保护意识、社会特征等因素对其众包参与意愿的影响。结果表明：相较于可追踪性和运输保险两因素，受访者更关注众包活动中货物交接的便利程度和获得的报酬；受访者的众包意愿与其环保意识、受教育程度正相关，与其家庭年收入负相关。

关键词: 交通运输工程；众包意愿；联合分析；偏好