Adoption Of Platforms Research Articles

Digitalization for ensuring innovative development of the enterprise

This paper examines the influence of digitalization on the innovative development of enterprises. The integration of digital technologies serves as a key driver for product, process, marketing, and organizational innovations, which collectively contribute to competitive advantages and the enhancement of business process efficiency. Core avenues of digitalization encompass automation, data analytics, the Internet of Things (IoT), artificial intelligence (AI), cloud computing, and digital platforms. These technologies equip firms with the capacity to swiftly adapt to market fluctuations, optimize productivity, and foster resilience in an increasingly dynamic economic environment. The strategic implementation of digitalization extends beyond operational enhancements, enabling the reconfiguration of traditional business models. By leveraging digital tools, enterprises are able to deliver personalized customer experiences, enhance decision-making through real-time data analytics, and achieve more efficient coordination across value chains. Additionally, the adoption of digital platforms facilitates rapid scaling and the exploration of novel revenue channels through the provision of innovative digital services. In the context of a globalized economy, where adaptability and technological sophistication are critical, digital transformation emerges as a decisive factor in sustaining long-term competitiveness. Furthermore, this paper addresses the intersection of digitalization and sustainability. A growing number of enterprises are employing digital technologies to decrease resource consumption and mitigate environmental impact, aligning their practices with the increasing emphasis on corporate social responsibility and the principles of a circular economy. As businesses continue to pursue digital transformation, their capacity to innovate, maintain competitive positioning, and contribute to sustainable development will play a pivotal role in shaping the future trajectory of the business landscape.

Adoption Drivers of Digital Platform for Coal Production Planning: an Extended UTAUT Model Using PLS-SEM Analysis

In 2022, the coal production industry encountered unprecedented challenges accompanied by a substantial global commodity price surge. The operational impact of this situation surpasses current technological capabilities of coal companies, particularly in optimizing coal blending scenarios. A pivotal aspect of digital transformation involves integration of new digital platform for production planning. This study employs the Unified Theory of Acceptance and Use of Technology in conjunction with decision theory to identify key factors influencing the platform adoption at a coal mining company. Structured questionnaires were utilized, followed by analysis using the SmartPLS 4.0.9.9 software. Findings reveal that both Performance Expectancy and Effort Expectancy positively influence users’ behavioral intention to adopt digital platform for production planning. Behavioral Intention, in turn, significantly impacts actual usage behavior. Unanticipated situational factors and others' attitudes were found to have negligible mediating effects, while variables such as age and experience showed no moderating influence on the pathways from behavioral intention to usage behavior. Companies are advised to improve digital platform performance through functionalities enhancements and pilot testing to reduce perceived effort and stimulate behavioral intention. Additionally, fostering a positive organizational mindset through routine motivational communications can further stimulate usage behavior.

Continuous adoption of online healthcare platforms: an extension to the expectation confirmation model and network externalities

BackgroundOnline healthcare platforms (OHPs) promote the accessibility of health services while integrating online and offline service delivery. Continuous adoption of these platforms can reduce the information asymmetry between patients and healthcare providers. However, existing study has rarely focused on how the network externalities of these platforms influence patients’ continuous adoption. Expectation Confirmation Model (ECM) explains the continuous behavior after initial adoption and reveal the factors influencing satisfaction and continuous adoption intention. Few studies have integrated network externalities with the ECM to understand patients’ continuous adoption of OHPs.ObjectiveThis study aims to explore what factors affect the continuous adoption of OHPs based on an extension to the ECM and network externalities. We propose a comprehensive model for the continuous adoption of OHPs by patients with chronic diseases. We extend the conceptual framework by incorporating constructs related to perceived value, habits, and switching costs.MethodsThis study utilized a web-based survey to collect data from participants in China. We selected a sample of individuals who had experience with OHPs using a random sampling method. This method ensured that participants was randomly chosen from a pool of patients without any regional bias. A total of 568 questionnaires were collected and 518 valid questionnaires were obtained. Structural equation modeling was applied to assess the relationships among the constructs. Hierarchical regression analysis was utilized to examine the moderating effects, while the mediating effects were investigated using the bootstrapping approach.ResultsDirect network externality had significant positive impacts on the confirmation (β = 0.232, p < 0.001) and perceived value (β = 0.167, p < 0.010). Cross network externality had significant positive impacts on confirmation (β = 0.307, p < 0.001) and perceived value (β = 0.120, p < 0.05). Indirect network externality had significant positive impacts on confirmation (β = 0.169, p < 0.010) and perceived value (β = 0.270, p < 0.001). Confirmation had a significant positive impact on perceived value (β = 0.205, p < 0.001) and satisfaction (β = 0.508, p < 0.001). In addition, satisfaction had a significant positive impact on continuous adoption intention (β = 0.579, p < 0.001). Continuous adoption intention had a significant positive impact on continuous adoption behavior (β = 0.547, p < 0.001). Confirmation and perceived value significantly mediate the relationship between network externalities and satisfaction. Moreover, both confirmation and perceived value enhance continuous adoption intention by positively influencing satisfaction, which serves as a mediator. Additionally, confirmation directly influences satisfaction through the mediating role of perceived value. Habits and switching costs positively moderate the relationship between continuous adoption intention and behavior.ConclusionsThis study contributes by expanding the incorporation of network externalities into the ECM. Results enrich the existing literature on the continuous adoption of professional online platforms.

Adoption of the Robotic Platform across Thoracic Surgeries.

With the paradigm shift in minimally invasive surgery from the video-assisted thoracoscopic platform to the robotic platform, thoracic surgeons are applying the new technology through various commonly practiced thoracic surgeries, striving to improve patient outcomes and reduce morbidity and mortality. This review will discuss the updates in lung resections, lung transplantation, mediastinal surgeries with a focus on thymic resection, rib resection, tracheal resection, tracheobronchoplasty, diaphragm plication, esophagectomy, and paraesophageal hernia repair. The transition from open surgery to video-assisted thoracoscopic surgery (VATS) to now robotic video-assisted thoracic surgery (RVATS) allows complex surgeries to be completed through smaller and smaller incisions with better visualization through high-definition images and finer mobilization, accomplishing what might be unresectable before, permitting shorter hospital stay, minimizing healing time, and encompassing broader surgical candidacy. Moreover, better patient outcomes are not only achieved through what the lead surgeon could carry out during surgeries but also through the training of the next generation via accessible live video feedback and recordings. Though larger volume randomized controlled studies are pending to compare the outcomes of VATS to RVATS surgeries, published studies show non-inferiority data from RVATS performances. With progressive enhancement, such as overcoming the lack of haptic feedback, and future incorporation of artificial intelligence (AI), the robotic platform will likely be a cost-effective route once surgeons overcome the initial learning curve.

Designing A Blockchain-Empowered Telehealth Artifact for Decentralized Identity Management and Trustworthy Communication: Interdisciplinary Approach.

Telehealth played a critical role during the COVID-19 pandemic and continues to function as an essential component of health care. Existing platforms cannot ensure privacy and prevent cyberattacks. The main objectives of this study are to understand existing cybersecurity issues in identity management and trustworthy communication processes in telehealth platforms and to design a software architecture integrated with blockchain to improve security and trustworthiness with acceptable performance. We improved personal information security in existing telehealth platforms by adopting an innovative interdisciplinary approach combining design science, social science, and computer science in the health care domain, with prototype implementation. We used the design science research methodology to implement our overall design. We innovated over existing telehealth platforms with blockchain integration that improves health care delivery services in terms of security, privacy, and efficiency. We adopted a user-centric design approach and started with user requirement collection, followed by system functionality development. Overall system implementation facilitates user requirements, thus promoting user behavior for the adoption of the telehealth platform with decentralized identity management and an access control mechanism. Our investigation identified key challenges to identity management and trustworthy communication processes in telehealth platforms used in the current health care domain. By adopting distributed ledger technology, we proposed a decentralized telehealth platform to support identity management and a trustworthy communication process. Our design and prototype implementation using a smart contract-driven telehealth platform to provide decentralized identity management and trustworthy communication with token-based access control addressed several security challenges. This was substantiated by testing with 10,000 simulated transactions across 5 peers in the Rahasak blockchain network. The proposed design provides resistance to common attacks while maintaining a linear time overhead, demonstrating improved security and efficiency in telehealth services. We evaluated the performance in terms of transaction throughput, smart contract execution time, and block generation time. To create a block with 10,000 transactions, it takes 8 seconds on average, which is an acceptable overhead for blockchain-based applications. We identified technical limitations in current telehealth platforms. We presented several design innovations using blockchain to prototype a system. We also presented the implementation details of a unique distributed architecture for a trustworthy communication system. We illustrated how this design can overcome privacy, security, and scalability limitations. Moreover, we illustrated how improving these factors sets the stage for improving and standardizing the application and for the wide adoption of blockchain-enabled telehealth platforms.

Digital platforms and the construction supply chain: trends and emerging themes in extant AEC research

A substantial body of research has emerged on the conditions that impact how and when industry stakeholders adopt digital platforms. However, in the construction industry in general—and the architecture, engineering and construction (AEC) industry in particular—to date, this research remains fragmented, which hampers our understanding of how digital platforms can enhance productivity and value creation. This paper aims to provide a better understanding of the benefits and challenges of adopting digital platforms and integrating them into the AEC industry. We conduct a systematic literature review on digital platform integration to identify themes that are relevant to the AEC industry. Based on our findings, we develop an integrative model that captures the phases of digital platform adoption and integration and outlines where different industry stakeholders tend to face challenges in this process, and we pinpoint where benefits can be derived. We employ this model to derive a research agenda that will fill the identified knowledge gaps currently existing in our understanding of construction industry stakeholders’ integration within the digital platform space.

How does data-driven supply chain analytics capability enhance supply chain agility in the digital era?

Supply chain analytics capability has recently gained more attention from both scholars and practitioners. Through the lens of information processing theory, this study examined how supply chain analytics capability impacts supply chain agility in the digital era with the associated adoption of digital technologies and platforms by companies. To obtain relevant data, a large-scale survey of Chinese manufacturing firms was conducted. Supply chain integration capability was evaluated as mediator and digital platform was evaluated as moderator. The results show that supply chain integration capability can mediate the effect of supply chain analytics capability on supply chain agility; moreover, supply chain analytics capability has a stronger impact on supply chain agility under a high level of digital platform adoption. These findings deepen the understanding of the role of supply chain analytics capability in supply chain management. This paper also provides managerial implications for enhancing supply chain agility in the digital era.

Examining Farmers’ Usage Behavior on Agricultural E-Markets: Integrating UTUAT2 and Swift Guanxi Factors

The agricultural sector recognizes the potential of electronic marketplaces (e-markets) in enhancing efficiency, market access, and pricing over traditional markets. Despite this acknowledgment, farmers’ adoption of these platforms in developing countries remains limited. This study examines the determinants of farmers’ usage behavior on agricultural e-market platforms by integrating the UTUAT2 and swift guanxi factors. The study employed a self-administered questionnaire to gather data from 330 farmers in India who had exposure to agricultural e-markets and utilized PLS-SEM to analyze the data collected through purposive sampling. The study found that UTAUT2 and swift guanxi factors significantly influence farmers’ intentions to adopt agricultural e-markets, with the exception of effort expectancy. The outcomes of the multigroup analyses indicate that both educational qualifications and crop type significantly influence farmers’ usage behavior. This study contributes to practical applications and academic literature by integrating the UTAUT2 framework and swift guanxi concepts in the context of the agricultural e-market. Notably, while all dimensions prove significant, the negative impact of effort expectancy on usage intention stands out, a departure from previous e-commerce studies. This study enriches the technology adoption literature by uncovering the pivotal factors shaping farmers’ adoption of e-market platforms in agriculture.

Enhanced Harmonic Partitioned Scheduling of Periodic Real-Time Tasks Based on Slack Analysis.

The adoption of multiprocessor platforms is growing commonplace in Internet of Things (IoT) applications to handle large volumes of sensor data while maintaining real-time performance at a reasonable cost and with low power consumption. Partitioned scheduling is a competitive approach to ensure the temporal constraints of real-time sensor data processing tasks on multiprocessor platforms. However, the problem of partitioning real-time sensor data processing tasks to individual processors is strongly NP-hard, making it crucial to develop efficient partitioning heuristics to achieve high real-time performance. This paper presents an enhanced harmonic partitioned multiprocessor scheduling method for periodic real-time sensor data processing tasks to improve system utilization over the state of the art. Specifically, we introduce a general harmonic index to effectively quantify the harmonicity of a periodic real-time task set. This index is derived by analyzing the variance between the worst-case slack time and the best-case slack time for the lowest-priority task in the task set. Leveraging this harmonic index, we propose two efficient partitioned scheduling methods to optimize the system utilization via strategically allocating the workload among processors by leveraging the task harmonic relationship. Experiments with randomly synthesized task sets demonstrate that our methods significantly surpass existing approaches in terms of schedulability.

A Study on the Role of Digital Transformation in Enhancing Bank Performance

This study investigates the role of digital transformation in enhancing the performance of banks, focusing on how technological advancements have reshaped the banking sector. The research explores various dimensions of digital transformation, including the adoption of digital banking platforms, artificial intelligence (AI), blockchain technology, and big data analytics. By analyzing secondary data from financial reports, industry studies, and case studies of banks that have undergone digital transformation, the study aims to assess the impact of these technologies on operational efficiency, customer experience, and financial performance. Key performance indicators such as cost- to-income ratios, transaction processing times, customer satisfaction levels, and risk management effectiveness are evaluated to understand the overall benefits of digital transformation. The findings reveal that digital transformation significantly enhances bank performance by improving operational efficiency, increasing customer engagement, and driving revenue growth. Specifically, the adoption of digital platforms has streamlined processes, reduced costs, and improved the accuracy of transactions. AI and machine learning have enabled more personalized customer service and effective risk management, while blockchain technology has enhanced transaction security and transparency. The research concludes with recommendations for banks to optimize their digital strategies and overcome these challenges, and suggests areas for further research to explore emerging trends and technologies in the banking sector. Keywords: Digital Transformation, Bank Performance, Financial Technology (Fintech) Artificial Intelligence (AI), Financial Performance Metrics, Technology Adoption

Dynamic effect of critical success factors of SMEs on entrepreneurial performance via e-commerce performance

This study examines the critical success factors (CSFs) that influence the adoption of e-commerce platforms by small and medium-sized enterprises (SMEs) and see how the adoption affects the SMEs' subsequent entrepreneurial performance. Building on the technology-organization-environment (TOE) and theory of entrepreneurial competency (TEC), the study presents and evaluates a comprehensive model that considers CSFs components as well as the moderating effect of entrepreneurial competencies. Convenience sampling was used to gather data from a survey of Bangladeshi SMEs using a standardized questionnaire; structural equation modeling (SEM) was then used to analyze 384 valid samples. Empirical findings indicate that CSFs elements, particularly organizational and external factors, have a significant association with e-commerce performance. The study also presents and supports the idea that entrepreneurial competencies have a moderating influence on the link between overall entrepreneurial performance and e-commerce performance. The findings contribute theoretically by outlining key influencers of e-commerce and entrepreneurial performance offering insights for young entrepreneurs and future researchers. It underscores the importance of focusing on CSFs for ensuring business success. Notably, the research emphasizes the pivotal role of entrepreneurial competencies for young entrepreneurs and SME owners providing practical insights for enhancing personal qualities and decision-making abilities to ensure entrepreneurial success in the dynamic e-commerce industry.

Democratizing Microreactor Technology for Accelerated Discoveries in Chemistry and Materials Research.

Microreactor technologies have emerged as versatile platforms with the potential to revolutionize chemistry and materials research, offering sustainable solutions to global challenges in environmental and health domains. This survey paper provides an in-depth review of recent advancements in microreactor technologies, focusing on their role in facilitating accelerated discoveries in chemistry and materials. Specifically, we examine the convergence of microfluidics with machine intelligence and automation, enabling the exploitation of the cyber-physical environment as a highly integrated experimentation platform for rapid scientific discovery and process development. We investigate the applicability and limitations of microreactor-enabled discovery accelerators in various chemistry and materials contexts. Despite their tremendous potential, the integration of machine intelligence and automation into microreactor-based experiments presents challenges in establishing fully integrated, automated, and intelligent systems. These challenges can hinder the broader adoption of microreactor technologies within the research community. To address this, we review emerging technologies that can help lower barriers and facilitate the implementation of microreactor-enabled discovery accelerators. Lastly, we provide our perspective on future research directions for democratizing microreactor technologies, with the aim of accelerating scientific discoveries and promoting widespread adoption of these transformative platforms.

Digital Platforms as a Fertile Ground for the Economic Sustainability of Startups: Assaying Scenarios, Actions, Plans, and Players

This study examines the transformative role of digital platforms in fostering sustainable entrepreneurship within emerging economies. We argue that platforms transcend mere communication channels, acting as catalysts for innovation and collaboration among startups, thereby driving economic, social, and environmental progress. Our framework emphasizes platform-enabled startups, navigating the unique challenges and opportunities presented by these dynamic markets. We adopt a dual lens, using a mixed-methods approach to analyze digital development trends through the prism of platforms in emerging economies. This reframes the discourse on technology-driven development, acknowledging the unidirectional flow of platform adoption from developed nations. The research emphasizes the need for prioritizing sustainability standards in these regions. Furthermore, we delve into the interplay between platforms and sustainable entrepreneurship with the following three objectives: (1) deciphering the drivers of platform–startup interaction for sustainability goals, (2) formulating policies to maximize platform benefits while mitigating risks, and (3) developing actionable strategies for stakeholders to cultivate a thriving ecosystem of sustainable platform-based ventures. The findings of this study reveal six key uncertainties that will shape the future trajectories of sustainable entrepreneurship within digital ecosystems, particularly in developing nations. These uncertainties encompass the following: environmental and social standards, ongoing education and development, mobile application development and utilization, global market access, and competitiveness and value creation. Several alternative future scenarios have been constructed based on these uncertainties, including advancements in digital technologies, dynamic market conditions and evolving consumer behaviors, a heightened emphasis on sustainability and corporate social responsibility, and a paradigm shift towards collaborative business models. A comprehensive framework of supportive policies and interventions has been proposed to facilitate the realization of these scenarios. Moreover, the analysis underscores the pivotal roles of digital platform providers and startups as key stakeholders in this evolving landscape.

User perceptions and utilisation of features of an AI-enabled workplace digital mental wellness platform ‘mindline at work’

BackgroundThe working population encounters unique work-related stressors. Despite these challenges, accessibility to mental healthcare remains limited. Digital technology-enabled mental wellness tools can offer much-needed access to mental healthcare. However, existing...

How does social media affect people’s consumer behavior in China? A quantitative model to reveal the relationships

In today’s interconnected world, the widespread impact of social media on consumer behavior has become a focus of attention for researchers, marketers, and businesses. The rapid development of digital technology, coupled with the widespread adoption of social media platforms, has changed the way individuals interact with brands, make purchasing decisions, and navigate consumer patterns. This article attempts to explore the multifaceted relationship between social media and consumer behavior, delving into the complexity of this dynamic interaction. The author chose the consumer group size, consumers’ interaction, professional level of opinion leaders, and activity level of opinion leaders are selected as independent variables, perceived risk, and perceived value as mediating variables, and purchasing behavior as dependent variables. The theoretical model of this research is constructed, and 10 research hypotheses are proposed. Through a questionnaire survey, 100 valid data were collected. SPSSAU24 was used for descriptive statistics, reliability, validity, and factor analysis to verify the reliability of the data while a quantitative influence model will be constructed to illustrate the interactivity. The investigation yielded the following conclusion. First, the consumer group size, consumer interactivity level, professional level of opinion leaders, and the activity level of opinion leaders positively affect the perceived value. Second, the consumer group size, consumer interactivity level, professional level of opinion, and the activity level of opinion leaders negatively affect the perceived risk. Third, perceived value has a positive relationship with purchasing behavior. Fourth, perceived risk has a negative relationship with purchasing behavior.

The impact of PACK on the adoption of Metaverse in Oman

In the rapidly evolving digital landscape, e-learning methods have emerged as a highly influential phenomenon in higher educational institutions. The adoption of e-learning has transformed traditional face-to-face teaching environments into flexible and collaborative modes of education through the utilization of the metaverse platform. However, limited research has addressed the educational aspect of students' adoption of the metaverse platform. This study aims to bridge this gap by examining a conceptual model that incorporates crucial factors such as Technological Pedagogical Content Knowledge (TPACK), Technology Self Efficacy (TSE), Perceived Enjoyment (PE), Perceived Complexity (PC), Perceived Value (PV), and Controlled immersion, interaction, and imagination (III). A survey involving 342 students from Omani universities was conducted, revealing that TPACK positively influences metaverse adoption. The noteworthy impact of perceived enjoyment, perceived complexity, and perceived value were also observed. These findings underscore the significance of these factors in shaping the adoption of the metaverse and enhancing the e-learning experience. The practical implication of this study emphasizes the need for educational institutions to develop strategies enhancing technological skills, engagement, and content relevance in e-learning, particularly in the metaverse, to improve student adoption and learning experiences. This involves focusing on technological pedagogy, student confidence in technology use, and creating immersive, enjoyable, and valuable learning environments.

Case study on retail investors: Technological innovation and stock market dynamics

The emergence of sophisticated trading platforms, mobile applications, and algorithmic trading systems has triggered a transformation in how retail investors engage in stock market investment. This case explores the primary determinants influencing retail investors' adoption of technology-driven trading platforms. It looks at elements including accessibility, convenience, and the availability of real-time market data. Further, this case discusses the impact that online investment communities and social media platforms have on the formation of retail investors' investment decisions. The case study additionally addresses algorithmic trading, high-frequency trading, and market manipulation, as well as ethical concerns associated with the application of technology in stock market trading. In addition, the function of regulatory bodies in accommodating the swift progression of technological innovation to safeguard investors' interests and maintain market integrity is scrutinised. The study offers useful information on prospective trends and obstacles in technology-driven stock market trading for retail investors by examining scholarly literature and industry reports. This underscores the importance for investors to maintain a state of alertness to minimise potential hazards linked to their dependence on technological advances while simultaneously leveraging the prospects offered by developments in trading technology.

Determinants Influencing the Adoption of Metaverse-based Learning Platforms among University Students

Metaverse, an amalgamation of diverse information technologies, is seen as the future of the internet and holds promise for transforming education. Leveraging metaverse media for immersive learning has the potential to reshape education practices. Despite being a novel concept, metaverse-based education has the capacity to enrich online learning experiences. The study utilized the Unified Theory of Acceptance and Use of Technology (UTAUT) model alongside the factor of personal innovativeness in IT, conducting a comprehensive survey involving 244 students from Federal University Wukari, Nigeria. Employing STATA 14, a popular variance-based structural equation modeling technique in social sciences and management, the study analyzed the structural model and conceptual measures, confirming the discriminant validity, dependability, and content of the data. The research findings highlight the importance of personal innovativeness in IT as a direct and indirect predictor of adoption intention among Generation Z students in making decisions about integrating metaverse technologies into higher education. Students demonstrating a high level of innovativeness in IT exhibit a greater willingness to engage with metaverse-based learning incorporating artificial intelligence. The results demonstrate a strong association between the identified characteristics and students' intentions to utilize educational platforms utilizing metaverse technology, contributing valuable insights to the use of technology in educational settings.

UNRAVELLING THE DETERMINANTS OF SOCIAL MEDIA PAYMENT PLATFORM (SMPP) USAGE: A QUALITATIVE STUDY ON USER INTENTIONS AND ADOPTION

Lately, social media companies worldwide have introduced payment features on their social media platforms. This has given social media users the option to make payments to their near and dear ones without changing the platform while engaged in chatting. The adoption of Social Media Payment Platforms (SMPP) varies across user groups and is influenced by socio-demographic characteristics, convenience, and perceived risk. Understanding these factors is essential for enhancing user engagement and trust, thereby addressing the gaps in current SMPP adoption research. The purpose of this study is to ascertain the behavioural intention and perception level of users toward Social Media Payment Platforms (SMPP) adoption and to identify the factors which motivate and inhibit from using social payment apps. To understand the intention of the users to behave and adopt SMPP, we conducted in-depth structured interviews. Qualitative analysis was used to analyse the data, using pre-defined categories (deductive) and code emerging from the respondent discussions (inductively) to identify the relevant influencing factors. Through data analysis, we identified three key themes that categorised user behaviour: socio-demographic, convivence and vulnerability to risks, which is further divided into several sub-themes such as age, gender, education, occupation under socio-demographic, while perceived usefulness (PU) and perceived ease of use (PEOU) comes under the theme of convivence and lastly, under Vulnerability of risk includes privacy, security and platform features. The findings of the study can be validated and explored in future research, which will provide a clear understanding of identifying factors that influence SMPP adoption and behaviour intention.

Examining the Intention to Adopt an Online Platform for Freight Forwarding Services in Thailand: A Modified Unified Theory for Acceptance and Use of Technology (UTAUT) Model Approach

The freight forwarding industry is poised for significant digital transformation through online platforms that can enhance process efficiency and transparency. Despite the potential benefits, the adoption of such platforms has been slower than anticipated, largely due to customer concerns and specific industry characteristics. This study examines the factors influencing the intention to adopt and the actual use of an online platform for freight forwarding services among business customers in Thailand. A modified Unified Theory for Acceptance and Use of Technology (UTAUT) model, incorporating perceived risk, serves as the theoretical framework. Survey data collected from 400 respondents, all holding managerial or higher positions and involved in the freight shipping process within Thai firms, are analyzed using a structural equation model (SEM). The results indicate that performance expectancy, effort expectancy, social influence, and facilitating conditions positively influence adoption intention, whereas perceived risk negatively impacts it. Additionally, firm size moderates the effect of social influence, with a stronger impact observed in larger enterprises. These findings offer practical insights for Thai freight forwarders to enhance customer acceptance and promote the adoption of online platforms for freight forwarding services, thereby improving efficiency in the logistics industry.