Purpose Non-vehicle operating carrier platform is a typical crowdsourcing logistics platform that has achieved rapid development in China in recent years, and the sustainable development of non-vehicle operating carrier platform is underpinned by a large and stable professional user group. The purpose of this paper is to understand what platform incentives are available and to explore the influence mechanism of these incentives on actual carriers’ continuous intention to participate in non-vehicle operating carrier platform. Design/methodology/approach Based on organizational institution theory and behavioral motivation theory, the paper established the influence mechanism model of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. A total of 300 questionnaires were distributed by Road Transportation Management Bureau of Zhejiang Province and a third-party questionnaire survey platform, and 176 valid questionnaires were collected. The partial least squares structural equation modeling (PLS-SEM) method based on PLS estimation was used to analyze the data. Findings The results revealed that the platform incentives have a significant influence on actual carriers’ continuous participation intention. The influence of the reputation incentive is the most profound, ranking first. The influence of the resource incentive is second to that of reputation incentive, ranking second. The influence of the bonus incentive ranks third. The operating cost perception, social value perception and functional value perception have significantly mediating effect. Furthermore, the mediating effect of social value perception and functional value perception is significantly higher than that of operating cost perception. Originality/value This study revealed the influence mechanism of platform incentives on actual carriers’ continuous participation intention of non-vehicle operating carrier platform. The relevant research results provided references for the establishment of platform incentive mechanism.

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PurposeDigital freight platform is an innovation practice of green concept, sharing economy and crowdsourcing concept in China's logistics field. It has many advantages, such as improving the utilization rate of logistics resources, reducing carbon emissions, etc., so it has been highly regarded by the government. This paper systematically studies what types of government supports are available and explores the influence mechanism of these government supports on users' participation intention in digital freight platform.Design/methodology/approachIn total 191 valid questionnaires were collected through a questionnaire survey in China. Then SmartPLS is used to analyze the collected data.FindingsThe empirical results show that user subsidies, standardization of tax administration and financial resource support have a significant impact on actual carriers' participation intention in digital freight platform. The impact of standardization of tax administration on actual carriers' participation intention is the most substantial, followed by that of financial resource support, while the user subsidies exert a minimum impact. Moreover, the impact of standardization of tax administration and user subsidies on legitimacy perception is related to enterprise scale.Originality/valueThis study enriches the field of crowdsourcing logistics research and provides referential suggestions for the formulation and implementation of government supports to promote the sustainable development of green crowdsourcing logistics platforms represented by digital freight platform. In addition, in the growth process of new models with strong social benefits, the government can promote its development through a variety of policy tools to improve the accuracy of government policies.