Adoption of digital platforms in freight forwarding: A Structural Equation Modeling - Artificial Neural Network method

Abstract

In the context of Vietnam establishing the Da Nang Free Trade Zone to create new growth drivers, the need to enhance competitiveness and integration is becoming increasingly urgent. Accordingly, digital transformation in transportation and logistics businesses is necessary to adapt to the rapid development and volatility of the business environment. Expanding on the Unified Theory of Acceptance and Use of Technology (UTAUT) with Perceived Risk, this study examines the factors determining the acceptance and use of digital platforms in transportation and logistics operations in Vietnam. Through the hybrid Structural Equation Modeling - Artificial Neural Network method (SEM-ANN), the results show that Performance Expectations (PE), Effort Expectations (EE), Social Influence (SI), Facilitation Conditions (FC), and Perceived Risk (PR) significantly influence the behavioral intention (BI) to use digital platforms. Furthermore, FC and BI were found to have a positive impact on Use Behavior (UB). Thus, this study provides a more comprehensive and robust understanding of the adoption of digital platforms in freight forwarding companies. The research contributes to the existing literature by addressing a relatively underexplored context and offers practical implications for managers and policymakers seeking to drive digital transformation in the logistics industry.