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

Abstract

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.