Adoption of digital platforms in freight forwarding companies: An application of SEM-ANN methods
TL;DR
The findings indicate that Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Perceived Risk significantly influence Behavioral Intention to use digital platforms.
Abstract
In context of the first Free Trade Zone in Vietnam and the accelerating digital transformation of Vietnam’s logistics sector, this study examines the determinants of acceptance and use of digital platforms in freight forwarding companies. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) and extending it with Perceived Risk, the study adopts a mixed analytical approach. Specifically, Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed to test the proposed research model and hypothesized relationships, followed by an Artificial Neural Network (ANN) analysis using PLS-SEM outputs to enhance predictive accuracy and practical relevance. The findings indicate that Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Perceived Risk significantly influence Behavioral Intention to use digital platforms. In addition, Facilitating Conditions and Behavioral Intention are found to have a positive impact on actual Use Behavior. By integrating UTAUT with Perceived Risk and combining PLS-SEM with ANN, this study provides a more comprehensive and robust understanding of digital platform adoption in freight forwarding companies. The research contributes to the literature by addressing a relatively underexplored context and offers practical implications for managers and policymakers seeking to promote digital transformation in the logistics industry.