Adoption of digital logistics platforms in the maritime logistics industry: based on diffusion of innovations and extended technology acceptance

Abstract

Abstract In the context of an increasingly complex global shipping network and heightened market demand fluctuations, the maritime and logistics industry faces challenges such as greater supply chain management uncertainty and limited improvements in operational efficiency. As a core enabler of digital transformation, digital logistics platforms (DLP) enhance transportation efficiency, strengthen supply chain resilience, and bolster corporate competitiveness. This study, grounded in the stimulus–organism–response (SOR) framework, integrates the diffusion of innovations theory and the extended technology acceptance model (ETAM) to develop a second-order SEM, systematically examining the influence of diffusion of innovations, technology perception, and flow experience on DLP adoption in maritime logistics enterprises. The findings reveal that complexity is the primary factor influencing the diffusion of innovations, while perceived usefulness and flow experience play equally significant roles in adoption decisions, exerting a stronger impact than perceived ease of use. Moreover, the diffusion of innovations not only directly enhances technology perception and flow experience but also indirectly facilitates DLP adoption through their mediating effects. Notably, flow experience demonstrates a stronger mediating effect than technology perception, indicating that maritime logistics enterprises prioritize immersive user experiences and emotional satisfaction when adopting DLP. This study is the first to employ a second-order SEM to develop a novel theoretical framework, distinguishing and comparing the effects of technology perception and flow experience on DLP adoption, thereby unveiling critical decision-making differences. The findings provide theoretical support and practical guidance for DLP promotion, user experience optimization, and policy formulation.