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

Nattakorn Pinyanitikorn, Walailak Atthirawong and Wirachchaya Chanpuypetch ()
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Nattakorn Pinyanitikorn: Multidisciplinary and Interdisciplinary School, Chiang Mai University, Chiang Mai 50200, Thailand
Walailak Atthirawong: School of Science, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand
Wirachchaya Chanpuypetch: Multidisciplinary and Interdisciplinary School, Chiang Mai University, Chiang Mai 50200, Thailand

Logistics, 2024, vol. 8, issue 3, 1-23

Abstract: Background : The freight forwarding industry is undergoing digital transformation through the implementation of online platforms designed to enhance operational efficiency and transparency. Despite these benefits, the adoption of these platforms has been slower than anticipated due to customer concerns and industry-specific challenges. Methods : This study investigates the factors influencing the intention to adopt and the actual use of online platforms 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 were collected from 400 respondents in managerial or higher-level positions involved in freight shipping within Thai firms and analyzed using a structural equation model (SEM). Results : The analysis reveals that performance expectancy, effort expectancy, social influence, and facilitating conditions positively influence adoption intention, while perceived risk negatively impacts it. Firm size moderates the effect of social influence, with a stronger impact observed in larger enterprises. Conclusions : The findings offer practical insights for Thai freight forwarders, suggesting strategies to improve customer acceptance and encourage the adoption of online platforms. Addressing the identified factors could lead to improved efficiency and greater integration of digital technologies in the logistics industry.

Keywords: freight forwarding services; online platforms; UTAUT; logistics; Thailand (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2024
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