Abstract
With the growth of the global economy, along with the rapid spread of mobile devices, e-commerce and COVID-19, transactions between shippers and logistics service companies and domestic import and export trades have shown a drastic increase. Platforms merging from the 4th industrial revolution have allowed Small and Medium Enterprises (SME) logistics service companies to participate as equal bidding service providers in Business-to-Business (B2B) logistics field. However, SME logistics services have experienced difficulties in accessing and utilizing the B2B logistics platforms because of the existing trading practices, such as information asymmetry and closures led by existing large corporations in the logistics industry. Therefore, it is necessary for the SME to study the factors that influence users’ decision to use the platform when securing its competitiveness in the logistics field. Since it is difficult to reflect a company’s relationship characteristics of B2B transactions with existing Technology Acceptance Models(TAMs), it is extended by adding fair trade and risk factors to study the technology acceptance behavior of users. The studies show that social influence, price efficiency and fair trade are the crucial variables for the users’ decision to use the platform. It also demonstrates that fair trade, in correlation to risk, has the significant impact on users’ acceptance of the platform. Based on the results of this study, it is beneficial if a company designs a platform structure from the perspective of fair trade and risks when developing a B2B platform in the future.
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