The Value Cocreation Influence Mechanism of Network Freight Transport Platform in IoT‐Based Environments: Under the Service‐Dominant Logic

Abstract

The Internet of Things (IoT) has brought many benefits to the development of industries, from manufacturing to services. In the context of IoT, the network freight transport platform is equivalent to an integrator, integrating the scattered resources such as carriers and shippers in the supply chain, providing a solution, improving the use efficiency of vehicles, effectively reducing logistics cost, and creating value for the freight transport platform and bilateral customers. The purpose of this research is to explain the influence mechanism of transport demand subjects’ participation in value cocreation (VCC) under the service‐dominant logic (SDL). We proposed a conceptual framework and 10 hypotheses and used SEM to measure the direct and mediating relationship among SDL, transport demand subject (TDS) participation, relational embeddedness (RE), platform VCC, and TDS value in the online business environment. The findings show that (1) SDL, TDS participation, and RE do not directly affect the TDS value, but indirectly through platform VCC; (2) SDL affects platform VCC not only directly but also indirectly through TDS participation and RE; (3) TDS participation affects platform VCC not only directly but also indirectly through RE; (4) RE indirectly affects TDS value by affecting platform VCC; and (5) platform VCC plays a mediating role in SDL, TDS participation, RE, and TDS value. Hence, transport enterprises should pay attention to the innovation concept, guide TDS participation, jointly improve platform VCC, give play to the network effect of the freight transport platform, and achieve TDS value through the deepening of TDS relationship embedding.