The fast growth of e-commerce in urban areas has led to a surge in last-mile transportation demand and an associated increase of external effects: congestion, noise and visual pollution. This paper analyses a new urban freight transport service that has a potential to reduce this footprint: crowdshipping. Crowdshipping is a service where a package is delivered via a traveller who is already making a personal trip for other purposes. The decision of whether or not to use crowdshipping is known to be subject to various service, time and price conditions, including trust in a correct delivery. The effect of trust has not been investigated explicitly, however. We conduct a stated choice experiment and estimate a hybrid choice model with trust as a situation-specific latent variable. The research design allows us to explore how the relevant attributes influence service adoption via trust. We find a significant influence of established choice attributes on service adoption, except for the delivery company’s reputation and the possibility of damage. In addition, all attributes except delivery time have a significant influence on trust. We conclude that trust has a partially mediating effect on the adoption of the service except delivery time, and a fully mediating effect on adoption via reputation and damage.

电子商务在城市地区的快速发展导致最后一英里的交通需求激增，并相应增加了外部影响：拥堵、噪音和视觉污染。本文分析了一种有可能减少这种足迹的新型城市货运服务：众包。众包是一种服务，通过已经出于其他目的进行个人旅行的旅行者运送包裹。众所周知，是否使用众筹的决定取决于各种服务、时间和价格条件，包括对正确交付的信任。然而，信任的影响尚未得到明确研究。我们进行了一个陈述的选择实验，并估计了一个以信任作为特定情况的潜在变量的混合选择模型。研究设计使我们能够探索相关属性如何通过信任影响服务采用。我们发现既定选择属性对服务采用有重大影响，除了送货公司的声誉和损坏的可能性。此外，除交货时间外的所有属性都对信任有显着影响。我们得出结论，除了交付时间之外，信任对服务的采用具有部分中介作用，并且通过声誉和损害对采用具有完全中介作用。